Yaya Touré Named PariPesa Brand Ambassador for Africa as Bookmaker Expands Continental Footprint

Sports betting operator PariPesa has formalised an agreement with Ivorian football icon Yaya Touré, appointing him as the company’s official brand ambassador across African markets. The announcement was made through PariPesa’s official communication channels, with Nigeria highlighted as one of the operator’s principal territories in the deal.

Touré brings considerable continental and global prestige to the partnership. The former central midfielder won the UEFA Champions League during his time at FC Barcelona and secured multiple English Premier League titles with Manchester City. At international level, he captained Côte d’Ivoire to victory at the 2015 Africa Cup of Nations. He was named African Footballer of the Year on four separate occasions, a distinction that underscores his standing across the continent.

Under the terms of the agreement, Touré will feature in PariPesa’s advertising campaigns, promotional activities, and community engagement initiatives targeting African audiences. Nigeria is designated as one of the priority markets within the arrangement. The financial value of the contract and its duration have not been disclosed publicly. A noted point of alignment between the two parties is that PariPesa holds an operating licence in Côte d’Ivoire, Touré’s country of origin.

Damilare Obadimu, Chief Business Development Officer at PariPesa Africa, linked the appointment directly to the company’s stated identity. “Yaya Touré reflects the company’s core values — power, passion, and perseverance — and his story inspires millions of people, including a strong following among Nigerian football supporters,” Obadimu said in an official statement.

Touré also commented on the partnership. “I am proud to join a platform that shares my approach to football, and together with PariPesa I intend to continue inspiring the next generation of African athletes — from Lagos to Abidjan and beyond,” the former midfielder stated.

The Touré announcement represents the second significant commercial move by PariPesa in Africa within a short timeframe. The operator previously confirmed a partnership with French Ligue 1 club Olympique Lyonnais, under which PariPesa became the club’s Official Betting Partner across the African continent, including Nigeria.

PariPesa was recognised as Best Sportsbook Operator at the 2025 SiGMA Africa Awards and is positioned among the leading bookmaker brands across several African jurisdictions. The practice of recruiting high-profile sporting ambassadors is well established among betting operators competing in high-growth markets, and Nigeria — one of the largest and most active sports betting markets on the continent — has attracted sustained investment from multiple international operators in recent years.

The first joint activations featuring Touré, including promotional campaigns, bonus programmes, and content projects directed at Nigerian and broader pan-African audiences, are expected to be launched in the near term. PariPesa has indicated that further details will be communicated through its official channels.