PokerStars' sports betting brand BetStars has secured a deal to become the official betting partner of reigning English Premier League champions Leicester City FC for the upcoming 2016-17 season.
Amaya-owned BetStars will be able to utilize use of the Leicester City club crest and player imagery, as well as access to some players to create promotional material and develop marketing campaigns.
“Leicester City Football Club changed the game in terms of who can win the Premier League and how it can be won – in the same way that BetStars is striving to be a game-changer,” said Eric Hollreiser, Amaya vice president of corporate communications.
“Leicester defied the odds to take on the big boys of English football and win the Premier League, and BetStars is aiming to do the same in sports betting with innovative products like Spin & Bet. We can’t wait to be a part of the next chapter in this truly amazing story.”
To celebrate the partnership, BetStars is offering Foxes fans the chance to win a bet on Leicester City defending their Premier League title at last year’s much-publicised odds of 5000/1. Fans of all other Premier League clubs will also have an opportunity to bet on their own team becoming champions at 5000/1.
Leicester City’s head of partnership Harj Hir said: “We can draw parallels with BetStars’ rising popularity and ability to engage football supporters, so we look forward to a long and successful relationship for both parties.”