With the new season of the Barclays Premier League set to kick off this weekend, iGaming operators are ramping up their efforts to partner with football teams, with William Hill, Marathonbet and 666Bet the latest to agree new deals.

William Hill

William Hill has agreed a deal with Southampton Football Club that will see the operator become the team’s official betting partner from the 2014-15 football season.

The deal further strengthens the operator’s football sponsorship portfolio, with the company already backing the English Football Association and the Scottish Cup. William Hill also sponsors a number of other sporting competitions, including darts, greyhound and horse racing.

Southampton chief executive officer Gareth Rogers commented that he was delighted to welcome William Hill as a partner of the football club, describing the deal as “important step for the commercial growth of [the team].”

“We are constantly looking to partner with businesses at the forefront of their industry and William Hill has long established itself as not only Britain’s biggest bookmaker but one of world’s leading gaming companies,” he said.

“We are excited to begin working with a traditional and strong British brand that shares our ambitions on and off the field,” Rogers added.


Having already become the official shirt sponsor of League One club Leyton Orient and agreed a betting partnership with West Bromwich Albion, UK operator 666Bet signed another deal with newly-promoted Premier League side Leicester City FC.

The agreement will see 666Bet become the club’s official betting partner and exclusive European betting partner for the 2014-15 season.

It will see 666Bet allowed to advertise and display its branding at the team’s King Power Stadium, as well as gaining promotional access to the first team, access to hospitality facilities and a presence on Leicester City’s official website.

The club’s commercial director Ian Flanagan said the partnership would create “a host of exciting opportunities for both parties.”

“We are delighted to present our supporters with an official betting partner that will offer both excellent value and a personal service with an interest in their club,” Flanagan said.

666Bet chief executive Barry Martin commented that it was a very exciting time to be involved with the team following its promotion back to the Premier League.

“666Bet is a young, hungry and ambitious new betting company and we see a number of parallels with ourselves and the Foxes,” he said. “Leicester City fans are hugely passionate and we will be providing lots of special bets and offers on the Foxes' games throughout the season. We are also very excited about the Club’s connections in the Far East as this is going to be a key target market for us in the future.”


Alderney-licensed sportsbook operator Marathonbet has added another football betting partner in the form of London-based Premier League side Tottenham Hotspur.

As the club’s official betting partner, Marathonbet will have a presence on the club’s digital channels, and will also operate an in-stadium betting service on matchdays at Spurs’ White Hart Lane stadium.

“We’re thrilled to be in a position to announce a global partnership with Tottenham Hotspur,” Marathonbet chief executive Graham Luke commented. “Spurs is a world-renowned football club with wonderful history and a very exciting future.”

“It’s fair to say that our ambitions match those of Tottenham Hotspur going forward,” he continued. “We believe that this partnership will project us into new territories and amplify our brand on a global scale.”

The deal strengthens Marathonbet’s football sponsorship portfolio. It already has deals in place with Premier League side West Ham United, Championship teams Fulham and Derby County, Scottish club Hibernian and iconic Ukrainian team Dynamo Kiev.

Spurs head of partner services Fran Jones said she was delighted to have partnered Marathonbet, describing the operator as an ambitious brand looking to grow its business across key markets.

“The global nature of this agreement enables our supporters to access Marathonbet services no matter where they are in the world, as well as on a matchday at White Hart Lane,” Jones added.