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 Richard Whitehouse |
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| English Premier League football teams Leicester City, Norwich City
and West Bromwich Albion have all secured partnerships with gambling
companies. Leicester has agreed a deal with Betfair that will see the online operator become the club’s official betting partner. Although the terms of the deal were not disclosed, it has been confirmed that the partnership will commence ahead of the 2015-16 season, which started this weekend. Meanwhile, West Brom has signed a one-year partnership with NetBet that will run for the duration of the 2015-16 season. Under the agreement, NetBet will serve as the club’s betting partner and benefit from a branding presence on LED boards at the club’s Hawthorns home stadium. In addition, Norwich City, which last season gained promotion from the second-tier Championship, has entered into a partnership with Coral. Under the multi-year agreement, the terms of which were not disclosed, Coral will become the club’s official betting partner and sponsor one of the stands at the team’s Carrow Road home stadium. Although the stand will retain its name, it will be labelled as the ‘Barclay Stand sponsored by Coral’ The gambling operator will benefit from a heavy presence throughout the stand, with company branding to be placed on the front and back of the structure. In addition, season ticket holders and club members will gain access to a number of special benefits from Coral such as sign-up incentives and betting offers. Just a week ago Fantasy Sports company Mondogoal entered into a partnership with English Premier League football club Tottenham Hotspur. Under the deal, the terms of which were not disclosed, Mondogoal will become the club’s official fantasy sport partner and will develop a Spurs-branded fantasy football game for supporters around the world. Launched before the start of the new Premier League season, the game will be promoted to Spurs fans worldwide via the club’s various digital channels. The move comes shortly after the club also struck a long-term deal with the NFL American football league, under which at least two NFL games will be played per year at Spurs’ new stadium, due to open in 2018. “There is no doubt that fantasy football gaming is a growing engagement platform around the world, and we are proud to be able to offer this innovative opportunity to our fans through a partnership with Mondogoal,” Spurs’ head of business development Aidan Mullally said. Shergul Arshad, chief executive of Mondogoal, added: “Tottenham's rich tradition of playing entertaining and attacking football and the club's exciting plans for the future - including its partnership with the NFL and new stadium expansion – means we cannot think of a better fanbase to push fantasy football to throughout the world.” Arsenal and West Bromwich Albion follow suit Gunners and Baggies have become the latest football clubs in the English Premier League to secure partnerships with gambling operators. London-based Arsenal has struck a deal for Betfair to become its official betting partner in Europe, excluding the UK, Ireland, Italy and Russia. Under the agreement, the terms of which were not disclosed, Betfair will benefit from branding placement during fixtures played at the club’s Emirates Stadium home ground. The online operator will also have access to hospitality facilities at the stadium, as well as first-team players for promotional and marketing activities. Meanwhile, West Brom has followed up on recent deals with TLCBet and NetBet by signing a multiyear extension to its existing partnership with Bet365. Under the deal, the terms of which were undisclosed, Bet365 will continue to receive branding exposure on pitchside LED boards inside the club’s Hawthorns home stadium. Bet365 will also retain its role as the club’s UK and European betting partner, with its logo continuing to feature on interview backdrops. George Harborne, head of partnerships at West Brom said: “We are delighted to secure this agreement with bet365 and to continue the relationship we have had with the brand for a number of seasons.” |
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