September 30: AS Monaco have extended their regional betting partnership with Linebet until 2027, keeping the operator linked to the Ligue 1 club in sub-Saharan Africa and the Middle East and North Africa (MENA).
The deal adds one more season to a relationship that began in 2024 and gives Linebet continued use of the Monaco brand in both regions.
The online bookmaker will also retain access to geo-located digital campaigns, player-led content and fan experiences, with the deal designed around markets where both brands are looking to grow.
One of the most valuable pieces of inventory is virtual LED advertising during Monaco’s Ligue 1 home games. The club says these broadcasts reached more than 22 million viewers in sub-Saharan Africa and MENA during the 2025/26 season.
This gives Linebet a way to target specific territories without changing the physical advertising shown at the Stade Louis II.
The deal marks the next step in Monaco’s ongoing strategy of building regional business partnerships around its international audience rather than relying solely on France.
Matthias Reichwald, Director of Revenue and Marketing at AS Monaco, said: “The extension of this partnership is the next natural step after 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 sure will be as successful as the last.”
No value has been disclosed for the extension.
Linebet Marketing Director Thomas Thornton said: “AS Monaco is a club with a distinctive character, a rich heritage and a deeply devoted following. Our own footprint has been expanding along the way: the platform now reaches a wide range of markets, including several countries in the region, where we are consolidating our leadership position.
“Helped by AS Monaco’s current place among the top three French clubs in terms of media value in MENA, we continue to earn the trust and preference of millions of users,” said a Linebet representative.
Contact the writer of this story, Harry Ewing, at (email protected)
