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SportyBet Becomes “Official Betting Partner” of LALIGA in Africa

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SportyBet and LALIGA announced a landmark multi-year partnership by which SportyBet becomes the new “Official Betting Partner” of LALIGA across Africa. Effective this season, this groundbreaking agreement firmly establishes SportyBet as the leading sports betting platform in the region, marking a new chapter in its mission to deliver world-class football content to fans across the continent.

The partnership will kick off with an unforgettable launch event in Africa featuring one of LALIGA’s most iconic ambassadors—a football legend recognised worldwide. This spectacular event will set the stage for a collaboration that promises to revolutionise the betting landscape for millions of fans in the continent.

Among the most prominent LALIGA ambassadors are legends like Malian star Frédéric Kanouté, David Villa, Luis Figo, Samuel Eto’o, Carles Puyol and Iker Casillas, among others.

SportyBet will take LALIGA betting experiences to new heights, introducing cutting-edge features that are unique in the sports betting world. Fans can look forward to innovative, first-of-their-kind betting options that will redefine their interaction with the game, offering unprecedented engagement and excitement.

As part of this partnership, SportyBet will gain prominent exposure during LALIGA match broadcasts, with advertising billboards and cam carpets displaying the SportyBet brand around the stadiums. This presence will be especially noticeable during matches where Real Madrid, Barcelona and Atlético Madrid play as the visiting team, marking a major leap forward for the SportyBet brand in the world of football.

Additionally, SportyBet will provide exclusive access to LALIGA content, offering fans richer, more immersive ways to experience the league through its platform and social media channels. With enhanced, dynamic features, users will feel closer to the action than ever before.

Moreover, SportyBet’s users will have the opportunity to participate in extraordinary, once-in-a-lifetime experiences. These unique opportunities may include VIP stadium tours, watching player warm-ups from the sidelines, taking photos with football idols, or even stepping onto the pitch to take a penalty after a match.

The partnership will also see SportyBet and LALIGA collaborate on a range of promotional activities across multiple African territories, further cementing SportyBet’s influence in the region.

SportyBet has been the most visited betting platform in the world in recent months, a testament to its cutting-edge technology, unparalleled market odds, and the security and speed of its payments. This partnership with LALIGA not only reinforces SportyBet’s global reach but also highlights its commitment to offering fans the ultimate sports betting experience.

Elías Gallego, VP of Media, Marketing, and Business Development at SportyBet, said: “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. 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, said: “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.”

The post SportyBet Becomes “Official Betting Partner” of LALIGA in Africa appeared first on European Gaming Industry News.

Africa

Kiron rolls out Kiron.Lite Virtual League with MojaBet brands across six African markets

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Kiron Interactive has launched its Kiron.Lite Virtual League with MojaBet brands across the Democratic Republic of Congo, Senegal, Zambia and Nigeria. The rollout also includes Ghana via Keedbet and Benin via LNB Pari.

Kiron said Kiron.Lite is built for mobile-first and low-bandwidth environments, aiming to maintain performance across varying network conditions. The company positioned the deployment as a response to operator demand for content that can reach more players without impacting gameplay.

Steven Spartinos, Co-CEO of Kiron Interactive, said: “The expansion of Kiron.Lite with MojaBet is an important step in making virtual sports content more accessible across diverse African markets. In many regions, players are engaging primarily through mobile devices and often within bandwidth constrained environments. Kiron.Lite was developed specifically to address those realities, delivering a high quality virtual sports experience with significantly reduced data requirements. This launch reflects our continued focus on creating products that are commercially effective for operators while remaining accessible and relevant to local player behaviours.”

Aris Filippopoulos for MojaBet added: “Kiron.Lite Virtual League aligns strongly with the needs of our player base across multiple African markets. The product delivers an engaging football entertainment experience while supporting the mobile first environments that are increasingly defining player interaction today.”

The post Kiron rolls out Kiron.Lite Virtual League with MojaBet brands across six African markets appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Sun International Appoints Nthabi Motsoeneng as Chief Marketing Office

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Sun International has announced the appointment of Nthabi Motsoeneng as Chief Marketing Officer. A seasoned marketing leader, she brings over 20 years of experience driving consumer-centric brand strategies across emerging and developed markets.

She joins Sun International from Pernod Ricard, where she served as Chief Marketing Officer for Africa and the Middle East, leading regional marketing strategy and delivering award-winning campaigns and strong commercial results. Her work has earned global recognition at Cannes Lions and the WARC Awards, where she has also served as jury member and jury president.

Prior to Pernod Ricard, Nthabi held senior marketing leadership roles at Tetra Pak as Marketing Director for Southern Africa, and at Kimberly-Clark, Tiger Brands, The Coca-Cola Company, GlaxoSmithKline and SABMiller, building deep expertise across FMCG and global brand environments.

In her new role, effective 1 June 2026, she will lead Sun International’s marketing strategy across the group’s portfolio of urban casinos, resorts, hotels and online platforms, with a focus on strengthening brand equity, deepening customer engagement and supporting growth through the group’s omnichannel ecosystem.

“Nthabi brings extremely relevant experience from lifestyle brands to Sun International and our portfolio of experience‑centric resorts and casinos. Her understanding of how to translate deep consumer insights into actionable marketing initiatives will be critically important as we continue our journey to build a digitally led, market‑leading, omnichannel gaming company of scale,” said Ulrik Bengtsson, Chief Executive.

“Sun International is a truly iconic African business with a rich heritage and tremendous potential. I am thrilled to join the organisation and contribute to shaping the next chapter of growth by building stronger customer connections, elevating our brands, and creating experiences that people will remember and return to,” said Nthabi.

Nthabi joins the leadership team at a critical time as the group accelerates its evolution into a digitally led, omnichannel gaming and hospitality business. She holds a BA in Marketing Communication and Industrial Psychology and is accredited in Lean Six Sigma and Agile Scrum methodologies.

The post Sun International Appoints Nthabi Motsoeneng as Chief Marketing Office appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Africa

Broadway Platform Partners with Ghanaian Operator Afrinova

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Broadway Platform, the all-in-one iGaming platform, has partnered with Ghanaian operator Afrinova as it further expands its footprint in the African continent.

The agreement will see Afrinova’s platform powered by Broadway’s full-service AI-powered product suite, including casino, as well as a complete payment, CRM and risk management solution, as the operator looks to grow its presence in its home market of Ghana.

Ghana, like many regulated African markets, offers significant growth opportunities, with increasing internet penetration, a young population and growing familiarity with betting products.

The Afrinova partnership is the latest commercial agreement secured by Broadway Platform, which has also strengthened its offering after a recent deal with Altenar.

Giorgi Samkharadze, Director of Broadway Platform, said: “Partnering with Afrinova is a really exciting moment for us as we strengthen our presence in one of Africa’s most exciting regulated markets.

“Our commitment to exceptional product delivery is unmatched, and we look forward to powering Afrinova’s market-leading offering for many years to come.”

Imad Hawwach, Managing Director at Afrinova, said: “Broadway Platform’s comprehensive back-end offering allows us to seamlessly deliver a best-in-class experience to our customers across Ghana. It’s an extremely exciting partnership for us, and one that allows us to stand apart from our competitors.”

The post Broadway Platform Partners with Ghanaian Operator Afrinova appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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