AS Monaco signs BetCity as first Russian sponsor partner

September 13 – Bookmaker BetCity has become AS Monaco’s official regional betting partner for Russia in a two-season deal.

The Russian bookmaker been a sponsor of CSKA Moscow since 2017 and was motivated to get involved with Monaco after Russian national team Aleksandr Golovin joined the club.

Monaco has been expanding its international marketing push with Russia identified as a key market. The club website is versioned in five languages and it recently launched an official fan page on Vkontakte, one of Russia’s most popular social platforms.

BetCity is Monaco’s first regional partner in Russia. No value was given for the deal.

Juli Ferré Nadal, commercial and marketing director of AS Monaco, said: “Russia is a key market for us, and we are convinced that this collaboration will contribute to the development and consolidation of our relationship with Russian sports lovers. AS Monaco and BetCity will take a step forward to achieve common ambitions and join forces in the digital area to provide interesting and exclusive contents for the fans. We will also bring the opportunity for BetCity clients to discover and enjoy VIP experiences on Stade Louis-II here in Monaco. It’s an exciting new adventure.”

BetCity, unlike its Russian bookmaking counterpart 1xBet is focussed on the Russian market. 1xBet recently had sponsorships of Premier League Spurs, Liverpool and Chelsea cancelled following an investigation into its marketing practices.

Sergey Samsonenko, BetCity president, said: “I hope this is the start of a lasting collaboration between AS Monaco and the sports betting company BetCity, where we aim to join our forces to add to the development and promotion of football in both countries… BetCity has long been involved in the development of Russian football in close collaboration with the popular football club PFC CSKA Moscow. The new partnership will allow us to reach the new level in today’s world football. We are convinced that AS Monaco will help us effectively accomplish the most ambitious projects and marketing-related targets.”

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