British bookmaker Coral has signed a three-year deal to become the official European betting partner for English Premier League football club West Bromwich Albion FC.

Under the agreement, which will run until the end of the 2018/19 season, Coral’s brand will feature on pitch side advertising boards and interview backdrops at the team’s 28,000 capacity stadium, the Hawthorns.

The bookmaker will use the club’s official platforms to introduce its online and mobile betting service to Albion fans in the UK and Europe, with exclusive promotions and prices on offer throughout the season.

The partnership will also relaunch the 'Player of the Month Award', a fan-voted monthly award for the top Albion performer which will be sponsored by Coral.

“We are delighted and honoured to be associating the Coral brand name with a Premier League Club with such history and heritage,” said Coral’s public relations director Simon Clare.

“We are looking forward to showcasing our innovative and engaging betting services to West Bromwich Albion fans and would like to wish the Club the very best for the season ahead.”

George Harborne, head of partnerships for West Bromich Albion, added: “The reintroduction of our Player of the Month initiative is something we have been keen to do for some time.

“To secure Coral as this partner is a great fit as they look to create positive experiences for our fans, bringing fans closer to the club. We are very pleased to secure a betting partner that has the strength of brand that Coral has and we look forward to working closely with the brand over the next three seasons.”

In May this year, the club announced that Asian iGaming operator K8 Group would take over from TLCBET as the team’s new shirt sponsor from the start of this season.

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