LONDON: English football side Leeds United celebrated its return to the Premier League by announcing a multi-year partnership with global sports betting firm SBOTOP as principal sponsor – the largest commercial deal in the club’s history.
The duration and value of the sponsorship have not been disclosed.
The deal will see the SBOTOP logo feature on the front of the shirt from the start of the 2020/21 season.
SBOTOP is part of the Celton Manx Group.
Leeds United executive director Paul Bell said: “Today’s (Monday’s) announcement with SBOTOP represents a landmark day for Leeds United’s commercial strategy as we attract new global brands to our official partners programme.
“We have been in discussions with Bill Mummery and his team at SBOTOP/Celton Manx for some time, looking at various ways to work together and I’ve been very impressed by their experience and the proactive way in which they have looked to engage with the club.
“Now that we have returned to the Premier League, we are in a position to work with SBOTOP on a truly global platform as we both look to achieve our goals.”
Bill Mummery, executive director at Celton Manx/SBOTOP added: “We are thrilled to enter into a relationship with Leeds United, a club with rich heritage and an enormous fan base.
“We have experience of working in the Premier League and this strategic partnership allows us to work closely with the club as they enter into this next phase of their history, back in the top flight.
“These are exciting times for all concerned and we can’t wait to get started.”
The SBOTOP logo will feature on the front of our new adidas kit, due to launch later this month, as well as appearing as a sponsor on the club’s official training wear.
Having secured promotion back to the Premier League after a 16-year wait, Leeds have already confirmed a ‘record-breaking’ five-year deal with adidas as their new kit supplier from the 2020/21 season onwards .
The two announcements follows close on the heels of an agreement extending, for another two years, Clipper Logistics as official training kit sponsor and logistics partner.
The refreshed deal will ensure the retail logistics company’s logo will feature on the front of Leeds’ kit worn for training sessions, press conferences and pre-match warm-ups.
Additionally, Clipper branding will be visible across Elland Road stadium and Thorp Arch training ground.
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