Marathonbet going the distance as first Man City training kit sponsor
Marathonbet, the international online betting operator, has stepped up its sponsorship of Manchester City, the defending champions of English soccer’s Premier League, in becoming the club’s first official training kit partner.
Under the deal announced today, the company will receive branding on the training kit of City’s men’s and women’s senior teams.
It builds on an 18-month relationship as the club’s official global betting partner.
The value of the agreement has not been disclosed, but, in advance of the announcement, the Daily Mail said that City had secured a long-term deal worth an eight-figure sum.
The club joins Premier League rivals Manchester United (Aon) and Liverpool (Axa) in having a dedicated training kit sponsor.
Etihad, the United Arab Airlines-based airline, is City’s main shirt sponsor in a 10-year deal valued at £400 million ($525 million).
Since becoming a sponsor of the club in the summer of 2018, Marathonbet has conducted various activations, including this year partnering with a trophy tour in Nigeria to mark its launch in the west African country.
Natalia Zavodnik, the chief executive of Marathonbet, said: “It’s been a privilege to be alongside Manchester City as their official betting partner during one of the most exciting chapters in the club's recent history. We have been offering fans around the world the chance to benefit from our unique giveaways, competitions and once-in-a-lifetime opportunities, and we are delighted to be strengthening our partnership today as Marathonbet also becomes the club's first ever official training kit partner.”
Omar Berrada, the chief operating officer of Manchester City, added: “Launching our first training kit partner is a significant moment for Manchester City and we are delighted to be doing this with our existing partner, Marathonbet. The last 18 months of partnership have been extremely positive for both organisations and we are pleased to recognise this success by expanding our relationship together.”
Marathonbet is already a partner of City’s Spanish sister club Girona and another Spanish team in Sevilla, and last week became a regional sponsor of LaLiga giants Real Madrid in Russia.
Outside Europe, it has deals with Everton in Chile, LDU Quito in Ecuador and CD Municipal and Universitario in Peru.
• Inter Milan, the Italian soccer giants, have hailed the success of their tie-up with Dugout, the soccer-based digital media platform.
Over the first three months of the partnership, club-based video content has had 17 million views, up from 7 million, while unique visits to the Inter website have also grown.
Luigi Ecuba, media content director, Inter, said: “Partnering with Dugout has given us an amazing opportunity to reach a wider global audience and truly understand our fanbase. It’s exciting to work with a team that is passionate about football content and understands our brand guidelines, business model, and our need for full transparency. We look forward to continuing our work with Dugout to offer fans unique and interesting stories about our players and the club.”
Dugout has 95 clubs, leagues and federations in its portfolio.