Manchester City has signed a new partnership deal with online gaming firm, Betsafe.

While operating globally, this is Betsafe’s first major move into the UK market.

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“This is our first sizeable foray into partnerships in the UK and we’re over the blue moon to be working with Manchester City FC – we couldn’t start with a better partner. Manchester City is a powerhouse around the world, a leader in its industry and perfectly embodies our brand’s ‘in it to win it’ mentality,” stated Martina Brynielsson, global brand manager for Betsafe.

“With one of the largest fan bases and average attendances in the country, this exciting partnership provides Betsafe with the perfect platform to engage football fans with our unique offering.”

The company will be City’s official betting partner for both its men’s and women’s teams.

The deal includes branded betting kiosks; fan activations around the Etihad Stadium; LED advertising; and an online presence.

“Manchester City FC are delighted to welcome Betsafe to the team as an official betting partner.  Betsafe is one of the most innovative gaming companies in the industry and our shared commitment to ensuring fans have an exciting match day experience makes them an ideal partner for the Club,” added Omar Berrada, commercial director of City Football Marketing.