This week has seen a slew of shirt sponsorship deals signed by sportsbook operators with English Championship clubs, as well as new betting partnerships for Premier League champions Manchester City and Nevada's Las Vegas Lights.
Marathonbet secures global betting deal with Manchester City
Fresh from becoming the first Premier League team to attain 100 points in a single season, champions Manchester City gave signed their first ever global betting partnership with online bookmaker Marathonbet. The multi-year deal also covers the Manchester City Women's team.
The partnership will see Marathonbet provide matchday betting at the Etihad Stadium during 2018/19 season via branded betting kiosks.
The Marathonbet logo will also appear across the Etihad Stadium and on matchday interview backdrops, with the operator also providing City fans with exclusive digital content themed around first team fixtures and pre-match previews. Supporters will also get the chance to win ‘money-can’t-buy’ experiences through the partnership.
“We are delighted to welcome Marathonbet to Manchester City,” said Damian Willoughby, senior vice president of partnerships at City Football Group. “Marathonbet shares our commitment to providing fans across the world with the best possible matchday experience, whether that’s at the Etihad Stadium or following around the world through digital platforms.
“Marathonbet has a great history of innovation and we are excited by their plans to engage with City fans through this new partnership.”
Marathonbet chief executive Natalia Zavodnik added: “We are delighted to be able to announce this global partnership with one of the most exciting clubs in world football. The club share our ideas of innovation and providing their supporters and football fans alike with extraordinary odds, markets and experiences; something we saw with their record breaking 2017/18 season. This announcement is a marker of our intention as a global brand and we can’t wait to get started.”
32Red replaces Unibet in Aston Villa FC sponsorship switch
Stockholm-listed iGaming operator Kindred Group will replace Unibet with its 32Red brand on the front of Aston Villa's shirts next season after extending its betting partnership with the English Championship club.
32Red will become the club’s principal partner with its logo featuring on the club’s new home and away shirts, while fellow Kindred brand Unibet will continue as an official partner with branding appearing on all first-team training wear.
Unibet served as the principal partner of the team in the 2017/2018 season.
“We are thrilled to be partnered with Kindred Group once again this season in a wider and more targeted partnership,” said Aston Villa chief commercial officer Luke Organ. “Throughout the first year of our relationship Unibet successfully delivered multiple ‘bettor experiences’ for Aston Villa’s loyal supporters, ensuring at every opportunity they provided a unique and exciting engagement for our fans.
“The last 12 months have seen a fruitful relationship develop and we very much look forward to building on that for the seasons ahead.”
Neil Banbury, UK general manager at Kindred Group, added: “We are delighted to continue our partnership with Aston Villa. 32Red has a successful history in football sponsorship and will look to build on the fantastic work done by the Unibet brand last season.
“The 32Red logo won’t look out-of-place adorning the famous claret and blue with both brands priding themselves on excitement and entertainment. Unibet will continue to reward the legions of loyal Villains with bettor experiences as official betting partner and we look forward to seeing the logo on the club’s official training wear.”
32Red adds Preston North End to sponsorship roster
Having recently agreed deals with Championship sides Middlesbrough and Derby County, 32Red has now added Preston North End to its shirt sponsorship portfolio in the English Championship.
The 32Red logo will feature on the front of all first team Nike kits for the forthcoming season, as well as all on adult replica shirts. The partnership will also provide the online casino operator with a platform at Deepdale to further increase awareness of its brand.
"We are delighted and excited to be partnering with 32Red," said Preston North End chief executive John Kay. "This is a fantastic opportunity to cultivate a new relationship with a market leader in their field. We have agreed a two-year deal with the option of a third year, which provides us a great opportunity to develop the relationship for the benefit of both parties and our supporters.
"32Red are a forward-thinking brand with a proven track record of sponsoring high-profile football clubs and we are thrilled that they will be Preston North End principal partner for the next few years. We look forward to building a strong relationship between our two brands on and off the field."
Kindred’s Neil Banbury added: “32Red are delighted to add Preston North End to our partnerships for next season. The club is steeped in history like no other and it will be an honour to associate our 32Red brand with PNE, who are founding members of the Football League. 32Red has a long and successful history in football sponsorship and will look to bring the excitement and entertainment the brand is built on to the fans, a momentous 130 years after William Sudell’s ‘Invincibles’.”
BetBright secures first shirt sponsorship deal with Nottingham Forest
Irish betting and gaming operator BetBright has agreed a sponsorship deal with English Championship club Nottingham Forest FC.
The agreement will see the BetBright logo displayed on the front of Forest shirts for the 2018/19 season, with the two-time European Cup winners describing the partnership as the “most significant” shirt sponsorship deal in the club’s history.
As part of the deal, BetBright has also agreed to slightly change the colouring of its logo to all-white branding, in order to preserve the traditional colour scheme of Forest’s Garibaldi red shirt.
“The club is delighted to have secured another key partner for the 2018-19 season,” said David Cook, chief commercial officer at Nottingham Forest. “Yet again we have not only been able to secure one of the most significant financial deals in the club’s history, but also a partner that has shown a unique desire to be part of the project at Nottingham Forest.”
“BetBright is thrilled that our first shirt agreement is with a club as iconic as Nottingham Forest and whose aspirations are so closely aligned to our own,” said BetBright managing director Sarne Lightman. “As Forest is committed to continually improving for their fans, BetBright is committed to continually improving for its users."
“Forest fans can expect plenty of exciting Nottingham Forest activations and promotions on BetBright throughout this partnership – starting with Double Odds on Forest to make the Premier League next season,” Lightman added.
William Hill US inks deal with Nevada-based football club Las Vegas Lights
Las Vegas Lights Football Club, which made its debut in the United Soccer League this year, has signed up William Hill as its exclusive sportsbook partner.
The bookmaker will create an enhanced match day experience for fans, as well as offering multiple ways to wager on Lights FC matches through the operator's network of more than 100 sportsbook locations in Nevada, and the William Hill Mobile Sports wagering app. Betting options for fans will include a pre-match menu and continuous live InPlay odds.
“We are excited to partner with Lights FC,” said William Hill US chief executive Joe Asher. “Las Vegas is truly a sports destination, and the Lights FC have been a great addition to the city. We look forward to seeing their continued success both on and off the field.”