Monaco retain Linebet backing for Africa and MENA growth
AS Monaco have extended their regional betting partnership with Linebet until 2027, retaining a package of digital activations, player content and broadcast advertising across Sub-Saharan Africa and the Middle East and North Africa.
AS Monaco have renewed their partnership with Linebet for an additional season until 2027, maintaining a regional commercial agreement built around the club’s brand, digital content and televised exposure across Sub-Saharan Africa and the Middle East and North Africa (MENA).The extension continues a relationship launched in 2024, with the betting operator retaining rights to use Monaco’s brand in the territories and develop campaigns aimed at football supporters and followers of the club.Monaco chief revenue and marketing officer Matthias Reichwald said: “The extension of this partnership is the natural next step following the growing collaboration between our two brands. Thanks to our excellent relationship and our joint efforts, the results have lived up to our expectations.“We are now embarking on a new chapter, which we are certain will be just as successful as the last.”The renewed package allows Linebet to run geolocated digital activations, produce content featuring Monaco players and offer experiences to its users, combining regional targeting with access to the club’s football personalities.Linebet will also retain virtual LED advertising during broadcasts of Monaco’s Ligue 1 home matches in the covered territories, providing exposure alongside the partnership’s digital and content rights.Monaco reported that those home matches attracted more than 22 million viewers across Sub-Saharan Africa and MENA during the 2025–26 season, identifying broadcast reach as a component of the agreement.The regional structure enables Linebet to associate its brand with Monaco in the specified markets, while the club retain a commercial partner seeking to expand its visibility and customer relationships across those territories.Linebet chief marketing officer Thomas Thornton added: “We are delighted to extend our collaboration with AS Monaco and remain the club's Official Betting Partner in Sub-Saharan Africa & MENA. AS Monaco stands as a club with a distinctive character, a rich heritage and a deeply devoted following.“Our own footprint has kept widening along the way: the platform now reaches a broad range of markets, including a number of countries in the area, where we are consolidating our leading position.”The operator identified Monaco’s international profile as part of its expansion strategy, linking the continuation of the agreement to its efforts to build brand awareness through football partnerships.The renewal preserves the combination of broadcast advertising and targeted activations established by the relationship, with Linebet’s regional betting designation and access to Monaco’s brand continuing until 2027.