777ball.com Joins Growing UK Football Sponsorship Market

Looking to benefit from the increased brand exposure generated by the popularity of football across the UK and the rest of the world, Asian online gaming company 777ball.com has secured a one-year shirt sponsorship deal with Football League Championship team Cardiff City FC.

According to the club, the sponsorship deal, including its bonus structure, far outweighs any previous deals in the recent past. The deal was concluded in time for 777ball.com's logo to be on the team's shirts for the home fixture against Newcastle United last Sunday.

777ball.com is operated by True Partner Group Limited, an Asian-based gambling operator licensed and regulated by First Cagayan Leisure and Resort Corporation for the Cagayan Economic Zone Authority of the Philippines government.

777ball.com provides a range of online gaming platforms, including a downloadable sports engine, a live dealer casino, and an Asian-style PSP game.

"The sponsorship of Cardiff City FC represents a milestone for 777ball getting a foothold in the global market. The ambition of Cardiff City matches 777ball's brand strategy, and we believe the sponsorship deal can lead both parties to succeed," said Steven Taylor, CEO of 777ball.com.

Last year Cardiff City FC finished in seventh position in the Championship, narrowly missing out on making the play-offs for the Premier League on the final day of the season. In 2008 the club made it to the final of the prestigious FA Cup, before losing out to the Premiership's Portsmouth FC.

Meanwhile, West Ham United FC has also announced the signing of a new long-term agreement with Isle of Man-based SBOBET, extending their sponsorship until the summer of 2013. The SBOBET brand will appear on all official replica kit and training wear used by the squad, as well as being represented on all club media platforms. SBOBET had originally joined forced with West Ham in December 2008.