Since launching in 2018, SportyBet now operates in several African territories, including Nigeria, Ghana, Tanzania and Uganda.

The online betting firm has also signed partnerships with Real Madrid and Premier League champions Manchester City. Africa has the fastest growing gross gaming revenue of any region in the world.

For LaLiga, the agreement beefs out its regional betting partner lineup, which has included deals with M88 in Asia and RushBet in South America.

“This partnership represents a powerful alignment between SportyBet’s leadership in the African market and LaLiga’s immense potential to grow its footprint across the continent,” said Elías Gallego, vice president of media, marketing and business development at SportyBet.

“By leveraging our deep understanding of the African audience, we’re confident that together we can elevate the fan experience, fuel the passion for football, and drive unprecedented growth for LaLiga and SportyBet in this vibrant region.”

Jorge de la Vega, executive general manager of LaLiga, added: “Partnering with SportyBet is an exciting milestone for LaLiga as we continue to expand our global footprint, particularly in Africa. This collaboration not only brings LaLiga closer to millions of passionate football fans across the continent but also underscores our commitment to delivering world-class football experiences to diverse audiences.

“Together with SportyBet, we aim to create new opportunities for engagement, inspire the next generation of football enthusiasts, and celebrate the shared love of the beautiful game.”