August 11 – Newly promoted Leeds United, back in the Premier League after a 16-year absence, have unveiled online betting brand SBOTOP as the club’s new shirt sponsor.
SBOTOP replaces another online betting brand, 32Red, in what the club says “represents the largest commercial deal in the club’s history.”
The multi-year partnership – reckoned to be £6 million a year for three years – will see the SBOTOP logo on Leeds shirts from the start of the 2020/21 season. Achieving £6 million is a coup for Leeds as Everton only managed £5 million a year in their new deal with Cazoo and Aston Villa less than that with the same sponsor.
Leeds United Executive Director Paul Bell said: “Today’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… 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.”
SBOTOP is part of the Celton Manx Group which holds a licence from the Isle of Man to operate both the SBOTOP brand and Asia-facing SBOBet. It does not have a live Great Britain facing site but does operate non-GB facing betting sites. The SBOBet brand is not new to the Premier League, having previously sponsored West Ham United.
Bill Mummery, Executive Director at Celton Manx/SBOTOP said: “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 be on the front of Leed’s new adidas kit, as well as appearing as a sponsor on the club’s official training wear.
Separately Leeds have also named Clipper Logistics as their official training kit sponsor and logistics partner in a two-year deal. The agreement is an extension of Clipper’s four-year partnership with the club and will see the retail logistics company’s logo will on the front of training kit and kit worn for press conferences and pre-match warm-ups.
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