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LaLiga and Hollywoodbets cement Southern African offering

Brian Baloyi, Sandisiwe Bhengu

LaLiga, Spain’s premier professional football league, announced a two-fold partnership agreement Hollywoodbets. The two partners will extend their existing agreement covering the South African market and will initiate a new partnership in Mozambique.

Extending – and expanding – a fruitful partnership

LaLiga is a popular football league with millions of dedicated fans on the African continent. With many football fans in the country, South Africa is an important market for the Spanish league. The recently renewed sponsorship agreement between LaLiga and Hollywoodbets reflects the success of the existing partnership as the two businesses look to expand their collaboration to Mozambique.

In terms of the existing agreement, Hollywoodbets will continue to enjoy sponsorship rights at LaLiga matches that are broadcast in South Africa and will receive a quota of the tickets to use in its marketing campaigns.

Sandisiwe Bhengu, Operations Executive at Hollywoodbets, expressed her excitement at the renewal, saying, “We at Hollywoodbets are thrilled to be extending this meeting of two giants and once again creating a bridge between football fans and world-class football. Although the COVID-19 pandemic has set us back, we look forward with excitement to collaborating with LaLiga Africa and catalysing local football development, whilst entertaining our fans and followers.”

The two partners are keen to replicate their South African success as they bring the latest Spanish football action to fans in Mozambique. The marketing and promotional experience both entities have gained in the last two years will place them in good standing as they tap into one of Southern Africa’s most passionate football fan bases.

For Edmundo Endje, LaLiga Global Network Delegate to Mozambique, the new agreement is an important part of LaLiga’s Africa strategy. “Mozambique is home to millions of potential LaLiga fans, and the newly signed agreement with Hollywoodbets marks the first step in our shared journey to success in this vibrant new African market,” Endje said.

Brian Baloyi, Jerry Sikhosana, Ahona Ndungane and Velile Mnyandu were on hand for the announcement of the extension of the partnership between LaLiga Santander and Hollywoodbets.

Community outreach and stay-home entertainment in the COVID-19 era.

The COVID-19 pandemic has changed the way football fans live and enjoy their favourite sport – but it hasn’t put a damper on their passion for the beautiful game. LaLiga and Hollywoodbets have teamed up to create several innovative events to bring the latest Spanish football action to fans in South Africa, despite the limitations of lockdown. These include:

  • Watch parties for both the Madrid Derby and El Clásico
  • The Ekasi Commentary private Zoom party
  • The #LaLigaComesHome initiative

In addition to a few more initiatives during the 2019/20 season, LaLiga and Hollywoodbets have been keen to give back to the communities that support football in South Africa. The successful outreach project on Mandela Day which saw 130 food parcels as well as face masks distributed to at-risk communities in Soweto, is the latest in a series of pay-it-forward initiatives.

Hollywoodbets’ presence at these branded events was enhanced by the attendance of the company’s football ambassadors, former celebrated Bafana Bafana players Brian Baloyi and Jerry Sikhosana. These local football heroes added an extra touch of excitement as they drew applause and admiration from South African football fans.

The renewal of LaLiga’s South African sponsorship agreement with Hollywoodbets for a further two years and their newly minted partnership in Mozambique is one of the most exciting announcements in the industry this year.

Marcos Pelegrin, LaLiga Southern Africa Managing Director, expressed his optimism about the expanded partnership with the Durban-based betting provider, stating, “South Africa is a very important market for LaLiga, while Mozambique represents an exciting opportunity to bring the best in Spanish football to a new audience. We are excited to be renewing, expanding, and deepening our partnership with Hollywoodbets through 2022.”

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