Playbetr has partnered with French football club Paris St Germain (PSG), with a focus on promoting the team in the Latin American market.

The three-year agreement between the club and the South American operator – which specialises in providing cryptocurrency sports betting, casino and B2B products and solutions – will see Playbetr benefit from marketing and branding rights.

Playbetr will gain access to PSG’s digital platforms to promote special offers, including on match days, and will be able to provide enhanced odds on fixtures involving the team to its customers, whilst also collaborating with the club on special promotions.

Additionally, Playbetr branding targeting the Latin American market will be featured across digital overlay technology at PSG’s Parc des Princes stadium. The digital system geo-localises adverts displayed on LED screens around the perimeter of the pitch, tailoring marketing messages to specific broadcast audiences.

“We are proud to announce our partnership with the most elite and exciting football club in the world,” remarked Marvin Jones, Playbetr Chief Marketing Officer.

“In football, like in betting, performance is primordial. Paris Saint-Germain have built a solid reputation of excellence both on and off the field, and we look forward to extending the brand’s influence even further across the globe.”

Lastly, the deal – which was signed on the same day Lionel Messi joined the club – also includes a fan engagement element, as Playbetr customers, clients and employees will be able to take advantage of a range of experiences. 

The provision of signed shirts and memorabilia, private events at the Parc des Princes, VIP seats at home matches and club meet and greet sessions have been included under the terms of the contract.

The agreement expands on PSG’s ongoing engagement with the betting and gaming sector, with the club having previously partnered with Fonbet with a focus on the Russia and CIS markets. Meanwhile the team’s PSG.LGD esports team has recently linked with Betway.

“We are delighted to welcome Playbetr to the Paris Saint-Germain family, as the club’s first ever official Latin American betting partner,” said Marc Armstrong, PSG’s Chief Partnerships Officer.

“We believe that Playbetr will be an ideal partner for the club, and together we will be able to reach and further engage with our fast-growing fan base in Latin America. The unique appeal of Paris Saint-Germain and its players in the region makes the club the perfect platform for Playbetr to develop their brand.”