Premier Bet has renewed and expanded its partnership with Francis Ngannou.
The former UFC Heavyweight Champion will now serve as the Africa-focused sports betting and online casino brand’s Pan-African Brand Ambassador until 2027.
Premier Bet currently operates in 20 African markets, including Ngannou’s home country of Cameroon. As part of his new role, Ngannou will support marketing campaigns, responsible gambling initiatives and community-focused corporate special responsibility projects.
Commenting on the partnership expansion, Alexandre Qader, Director of Operations at Premier Bet Cameroon, stated: “We are thrilled to extend the collaboration with our great champion Francis Ngannou and broaden his connection to the Premier Bet family and beyond.
“I think we clearly share the same vision. We have the same ambitions in Cameroon and now on a Pan-African scale. Francis’ passion, drive and humility make him an ideal partner for us as we continue to grow our brand and connect with our customers.”
Ngannou’s story is well told, rising from humble beginnings in Cameroon before taking up the sport of mixed martial arts in France and rising to fame in the UFC.
The 38-year-old won the organisation’s heavyweight championship by defeating Stipe Miocic in March 2021 before splitting from the UFC in January 2023.
Following the split, he signed with the Professional Fighters League (PFL), where he now serves as the Chair of PFL Africa, and also fought former boxing world champions Tyson Fury and Anthony Joshua in high-profile fights, losing both bouts.
Ngannou initially partnered with Premier Bet in 2023 and shared his excitement to deepen his relationship with the brand.
He added: “By expanding the partnership across the entire African continent, this solidifies my trust and commitment to the brand. Premier Bet is a company that shares my commitment to fair play, a passion for sport and a focus on the customer and their communities.”
A new era for African iGaming
Ngannou expands his relationship with Premier Bet at a time when iGaming in Africa is becoming increasingly popular due to widening mobile penetration across the continent.
Providing insight to iGaming Expert, Dmitry Starostenkov, CEO of EvenBet Gaming, said: “Ten years ago, online gaming in Africa seemed impossible, and now, it has come to fruition and boasts strong potential.
“It is a high-speed train that can’t be stopped. When considering the continent’s technology and connection, there are notable limits. However, I don’t think anyone can underestimate the importance of a whole new region with a 1.4 billion population being added to the iGaming map in only a few years.”
