Malta-based LeoVegas Group has partnered with English football club Manchester City as its official betting partner in Europe and Canada, it announced on Thursday.

The partnership will allow the iGaming firm to “strengthen our sports betting offering and simultaneously maximise brand visibility across the world’s favourite sport”.

LeoVegas’ operations are based in Malta, with hundreds of staff based on the island, while its technological development centre is located in Sweden. Its parent company, LeoVegas AB, invests in a number of companies within the gaming and mobile fields, as well as related technologies. Its shareholders recently accepted a public tender offer of €5.71 per share from United States-based casino operator MGM Resorts International.

Manchester City remarked that this was a “natural choice” for LeoVegas given its “long history of collaborating with sports teams” and since they are “both leaders in their respective industries”.

“Through this partnership, LeoVegas and Manchester City will create extra excitement around the sport through co-branded content with both the men’s and women’s first teams and LeoVegas customers will benefit from being closer to club events, including unique matchday experiences,” it added.

The LeoVegas brand will feature across in-stadia assets at both the Etihad Stadium and Academy Stadium, as well as on the men’s first team training kit sleeve for the current football season. As a result, the company will be able to “reach a wider global audience,” with this being part of its ambition to “offer the greatest iGaming experience”.

LeoVegas CEO Gustaf Hagman stated that the group is “proud” to enter this partnership and is “excited to be able to offer our customers unique experiences with the club”. “Manchester City is a colossal in the sport, with the same leading mentality as LeoVegas; this collaboration is an opportunity for LeoVegas to build further brand awareness to support our global growth,” he added.

Dina Ahmad, Vice President of Global Partnership Sales at City Football Group, the company that owns Manchester City, joined Mr Hagman in expressing delight following the news, and is looking forward to working with LeoVegas “to bring fans and customers even closer to the club”.

“Additionally, we are excited that this new partnership will also help spark further growth across Europe and Canada and allow us to continue reaching audiences around the world,” she concluded.