Barclays Premier League club Aston Villa has sealed betting partnerships with a pair of high-profile gaming operators, while another Midlands-based club West Bromwich Albion has signed a shirt sponsorship with Asian operator TLCBET.

Villa has announced that Betfair and bet365 will become the club’s co-exclusive betting partners, with both appearing on interview backdrops and on LED screens in the team’s Villa Park stadium over the course of the 2015/16 season.

The team’s chief commercial officer Charlie Wijeratna said he was pleased to have agreed partnerships with two top betting brands.

“Commercially the club has two aims - we want to partner with good brands that will activate extensively and we want to increase our commercial revenues so we can compete with the best on the pitch.

"These two deals represent a very significant commercial increase on last year's betting partnership and taken together with the recent announcement of an enhanced shirt sponsorship deal with a top US brand, demonstrate significant progress towards those goals,” he explained.

West Brom, meanwhile, will feature TLCBET’s logo as its main shirt sponsor for the upcoming Premier League season, having agreed what the team described as a “club record” deal.

TLCBET, which is said to have a strong presence in the Chinese market, offers a range of casino games alongside a core sports betting offering, and previously served as West Brom’s Asian betting partner during the 2013/14 season.

The club and the operator will collaborate on a range of activities aimed to increase awareness of each brand in key markets.

“We welcome TLCBET to the partner family,” West Brom sales and marketing director Adam Wright said. “Our quest to secure the right partner to align with the club’s aspirations for global brand recognition was very important; it was clear from the outset of our talks that TLCBET experience and reach in Asia will assist the club in being able to deliver these objectives."

TLCBET brand director Mike Chong said he was “absolutely delighted” to have renewed the West Brom partnership, which is also the operator’s first shirt sponsorship deal.

“Following our success in the Far East, this deal amplifies our ambitions to put the TLCBET brand onto the global stage. This collaboration will be mutually beneficial and we are confident that we can help promote West Bromwich Albion to our customers in China.

“Similarly, we hope to be able to engage a global audience, starting with local communities in the UK, through our affiliation with West Bromwich Albion,” Chong added.

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