Daily fantasy football platform Oulala.com has sealed its first partnership with a UK Premier League club, being named the official fantasy football partner of current league leaders Leicester City FC.

Oulala launched the bespoke Leicester City version of its flagship game ahead of the team’s 3-0 victory over Newcastle United on Saturday, in which star striker Jamie Vardy equalled the league scoring record after netting a goal in his tenth consecutive game.

The game gives Leicester fans the chance to win cash prizes by challenging other supporters in head-to-head fantasy battles.

The partnership also gives Oulala extensive exposure around the team’s King Power Stadium, as well as via its LCFC.com website, other digital channels and within matchday programmes.

Oulala was launched by Malta-based entrepreneurs Valery Bollier and Benjamin Carlotti in 2013, with the monetised version of its platform going live in the UK last month.

It claims to be the only daily fantasy football platform to be based on skill rather than luck, using a unique scoring system that is powered by historical data supplied by sports data provider Opta. It uses a points system based on more than 70 different criteria, rewarding users based on their football knowledge.

“This partnership is symbolic for Oulala,” chief executive Bollier said. “Leicester City has been able to do great things, and the club has enjoyed a fantastic start to the season. We believe there are a number of synergies between their business and ours, and that we share many of the same values.

“Oulala is proud to be partnering with such an efficient, forward thinking organisation, one which we believe will continue to go from strength to strength.”

Leicester City commercial director Ian Flanagan added that he was delighted to partner with Oulala to bring the game to the club’s fans.

“Fantasy Football is a relatively established platform in the UK and this will give supporters the chance to pick their sides on their own bespoke-branded LCFC website.

“This partnership also adds to our global appeal - Fantasy Football is a huge and growing industry in countries such as the US and it will provide those Foxes supporters Stateside and elsewhere an opportunity to take part in the LCFC experience,” he added.

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