English Premier League club West Bromwich Albion FC has signed its first ever shirt-sleeve sponsorship deal with Asian-facing betting operator 12Bet.

The new Premier League season, which begins today with Arsenal facing Leicester City, will be the first to allow shirt-sleeve sponsorship deals following the end of the league's own partnership with Barclays at the end of last season.

Nordeus, developer of the popular social sports game Top Eleven, was one of the first to sign a shirt-sleeve deal back in May with Stoke City, with Liverpool this week announcing a multi-million deal with Western Union and Watford signing up with another Asian-facing gaming operator 138.com.

The deal with Albion will see the 12Bet logo feature on the sleeves of club shirts for the 2017/18 campaign and on the club’s training kit.

“12Bet are a reputable brand with a rich history of working in the Premier League,” said Albion's chief commercial officer Simon King. "To have been identified as an exciting prospect by the company highlights the growth the club has made globally in recent years.

"With strong Asian links continuing to grow, this was instantly recognised as a perfect partnership."

12Bet spokesman Rory Anderson added: "We are excited to be the first ever betting company to partner with a Premier League club as both Shirt Arm and Training Wear partner.

“The sustained success of West Brom in the Premier League makes them a great fit for 12Bet who have a long standing heritage as a recognisable Premier League brand."

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