English Premier League: the main traffic driver for MelBet Partners & Affiliates in Africa

The start of the new English Premier League (EPL) season is a major event for millions of football fans and one of the strongest drivers of betting activity.

Press release.- In August 2025, the 2025/26 season kicks off, once again expected to attract a record number of viewers and fans from Africa. For MelBet Partners & Affiliates, this is not just a sporting event — it’s a chance to scale traffic and close the summer season on a high note.

Africa and the EPL: cultural code and business opportunity

Football in African countries has long ceased to be just a sport for the audience. Football is part of the cultural code of the local population.

EPL matches are events that bring together viewers of all ages in front of their TVs. People across Africa gather with their families to support their favourite clubs and watch top match moments and football stars. According to open statistics from TV networks, weekly Premier League broadcasts in Africa are watched by tens of millions of viewers.

This high level of audience engagement makes the EPL an extremely valuable asset for the iGaming industry.

Starting in August, fans begin actively discussing matches on social media, content with top moments floods the internet, and activity at bookmakers surges sharply.

Why is EPL a driver of traffic and bets?

A representative of MelBet Partners & Affiliates commented: “The situation is as follows. The EPL is a league with a long history, legendary football clubs, and top-tier players. Everyone knows that the clashes between these clubs will be spectacular, intense, and maybe even legendary. Now imagine yourself in the place of the target audience, who live for sports and football. People wait for this moment to start placing bets, support their favourites, and let out their excitement.”

• The audience is highly engaged. People follow every match and argue about referee decisions on social media. At the same time, the number of live bets increases significantly.
• A huge advantage of the target audience in Africa is that people know what to do. You don’t need to explain what betting is, how to register, or what the difference is between Total and Handicap. Fans understand the basic mechanics and respond to offers very quickly.
• The audience remains active for nearly 10 months. The long EPL season guarantees a stable flow of traffic and news hooks.
• People unite in fan communities. Manchester United, Liverpool, Chelsea or Arsenal — club identity helps target ads more precisely.
• These will be the most vibrant 10 months of football: transfers, scandals, derbies and records — all ready-made material for creatives and promos.

The start of the EPL gives partners not a short-term traffic spike, but a long-term marketing campaign. Affiliates have time to build a long-term strategy, test creatives and approaches — without losing performance or money.

To enable affiliates to work with EPL in Africa as effectively as possible, MelBet Partners & Affiliates offers them:

• A fully localised product with local languages, currencies, and payment solutions.
• Ready-to-use promo materials and landing pages tailored for African GEOs.
• Three monetisation models (CPA, RevShare, Hybrid), so you can choose the best fit for your strategy.
• Dedicated affiliate managers and 24/7 support.
• Tools for in-depth analytics.

The company stated, “We at MelBet Partners & Affiliates know that the end of summer and the beginning of autumn will be extremely hot. We’ve prepared effective marketing tools for both our current and new partners to help them start earning in the long term.”

As you can see, the start of the new EPL season opens a real window of opportunity for affiliates. If you’re still wondering which GEO to launch in, the answer is obvious. Africa will become one of the most promising regions to work in over the next few years. Don’t miss this opportunity — join MelBet Partners & Affiliates and launch in time for the first EPL matches.