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Cardiff City FC End Sponsor Controversy with SBOBET Deal

29th September 2009 7:35 am GMT

Following the collapse last week of its shirt sponsorship deal with Asian online gaming operator 777ball.com for regulatory reasons, Football League Championship side Cardiff City FC has announced the signing of a new two-year sponsorship deal with rival operator SBOBET.com.

Under the terms of the deal, the SBOBET logo will appear on players' shirts, replica shirts and training kits, as well as being represented on all club media platforms. The deal is for the remainder of the current season as well as the 2010/11 season.

"In these challenging times, it is very pleasing that the club has secured a most meaningful contribution to enabling Cardiff City to realise our considerable potential," said Cardiff City Chairman and Chief Executive, Peter Ridsdale.

"Our new relationship with SBOBET also underlines the fact that Cardiff City, which has grown massively as a club in recent years, is in a position to attract major sponsors."

Bill Mummery, Executive Director of SBOBET, said the company was extremely pleased to join with Cardiff City Football Club as principal sponsor. "This is a logical development for us since our core strength lies in football where we offer value, depth of content and exceptional service to a global audience," he said.

"I am confident that the experience we have already gained in football sponsorship will help in developing our strategic relationship with Cardiff City Football Club and we very much look forward to working with the club, its fans, and their community."

Earlier this month the Gambling Commission informed Cardiff City that 777ball was unable to advertise its services within the UK since it did not hold a UK gaming licence, nor was it licensed in an approved jurisdiction, and told the football club to remove the sponsor's logo from its shirts for future matches (more). Cardiff had agreed a one year sponsorship deal with 777ball, which has now been terminated.

Unlike fellow Asian online gaming operator 777ball, which is also licensed and regulated by the Philippines' First Cagayan Leisure & Resort Corporation, SBOBET has an additional operating licence from the white-listed jurisdiction of Isle of Man, which allows the company to advertise in the UK.

SBOBET is the principal sponsor of Premier League side West Ham United FC, having recently signed a new long-term agreement to extend their sponsorship of the club until the summer of 2013.

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