888sport has become the official sponsor of four English Championship football clubs for the upcoming season.

This will see the 888sport brand appear on the official kits of Birmingham City, Nottingham Forest, Brentford and Preston North End for the 2016-17 Championship season.

888 will also offer free travel for supporters of all four clubs to all midweek league fixtures prior to Christmas as part of the deal.

The free travel for fans is the first in a series of initiatives by the operator as part of its ‘888sport Fans First Campaign’.

This includes weekly competitions giving fans the chance to lead their team’s players onto the pitch, match tickets, a free £5 bet every time their team scores this season, and "industry-best odds" on all four teams throughout the league season.

"We believe that the Championship has retained the essence of true football and understand that fans are the heartbeat of every club, so we really want to help them with things that will make a significant difference to their relationship with their team," said Itai Pazner, senior vice president and head of B2C at 888 Holdings. "We know how difficult it can be for fans to make the long journeys to away games in midweek, particularly when fixtures are changed with little notice and there are no return trains home.

"We are hoping that the free coaches will help get more travelling fans to and from the games and give the teams a real boost on the pitch."

The operator will also be showcasing the unsung heroes of clubs, the kitmen, with exclusive behind-the-scenes videos including never-before-seen footage of the men who contribute to the day-to-day running of the teams.

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