Ethiopian Premier League Lands Title Sponsor

Ethiopian Premier League has sealed a five-year deal with BetKing, effective December 5, 2020 after the partnership was unveiled on Saturday.

What this means is that BetKing, who are a premier online and mobile betting platform, become the new title sponsors of the EPL just months after the league awarded SuperSport the exclusive rights for the broadcasting the matches.

Under the deal, BetKing has acquired automatic naming rights for the league and starts this month. The event will be renamed to ‘The BetKing Premier League’

The sponsorship has also seen fusion of the BetKing and EPL brand logos emblazoned on sleeve badges of all the playing kit of EPL affiliate teams.

However, BetKing and EPL failed to reveal the sponsorship worth due to what BetKing Managing Director in Ethiopia Allen McInnes termed a contractual obligation.

Sources intimated that the package is better than $2 million agreement that BetKing signed with neighbours Kenya to sponsor their top-flight league.

“We are proud to be announcing our partnership with the Ethiopian Premier League today – football is a central part of our business and this platform not only gives us added reach in an important jurisdiction, but also allows us to put something back into the grass roots of the game we all love,” said McInnes.

McInness added that they are committed to bringing fans to the stadia as part of their role in developing a more dynamic sporting culture in Ethiopia.

The Ethiopian Premier League comprises 16 clubs and will be aired across the entire territory of sub-Saharan Africa where the appetite for soccer is substantial.