Sponsorship of Premier League Teams Continues

Published August 22, 2014 by Lee R

Sponsorship of Premier League Teams Continues

The exclusive betting and promotional arrangements between iGaming companies and specific teams increases the relevance of wagering revenue to the sports industry.

The new season of the Barclays Premier League is preparing to kick off this weekend. So is the widespread use of a new type of sponsorship agreement between teams and betting house sponsors.

William Hill, Marathonbet and 666Bet are the latest iGaming powerhouses to seize the opportunity to forge exclusive betting partnerships with specific Premier League teams.

William Hill-Southampton

A new deal to become Southampton official betting partner for the 2014-15 season is the latest jewel in the William Hill sponsorship crown. The company's powerful sponsorship portfolio already included official betting and partnership deals with the English Football Association League and the Scottish Cup. Darts as well as greyhound and horse racing represent other wager sports where William Hill also retains exclusive betting sponsorships.

Southampton CEO Gareth Rogers welcomed William Hill as a partner, adding that he was delighted at this “important step for the commercial growth of [the team].” Rogers praised both William Hill's gaming and bookmaking abilities, asserting that Southampton was “excited to begin working with a traditional and strong British brand that shares our ambitions on and off the field.”

666Bet-Leicester City

666Bet has a diverse array of sponsorship deals. From its shirt sponsorship of First Division Club Leyton Orient to its betting partnership with West Bromwich Albion, 666Bet continues to find new ways to forge sponsorship deals with Premier League clubs. The latest deal reached by 666Bet is an exclusive betting and sponsorship deal with newly promoted Leicester City FC for 2014-15.


Marathonbet's latest triumph is the addition of an exclusive betting arrangement with Tottenham Hotspur, which will bring the iGaming operator's logo to club digital channels, as well as allow Marathonbet to operate an in-stadium betting service at the Spur's home field.

Marathonbet's already strong sponsorship portfolio included West Ham United, Fulham, Derby County, Scotland's Hibernian and Ukraine's Dynamo Kiev.

The exclusive arrangements between up and coming Premier League powers and up and coming iGaming powers positions betting parlors as increasingly prominent revenue sources for prominent sporting events in the UK.

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