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Explosion In Online Gaming Results In Sponsorship Opportunities

Over the last decade, the online gambling industry has exploded and this explosion in popularity has presented new opportunities for football teams in the forms of sponsorship.  Below are some of the squads who are
currently sponsored at least in part by online gaming companies.

English Premier League

At least seven EPL squads are sponsored by online gaming companies.  League champion Manchester United was the beneficiary of bwin’s decision to discontinue their association with Real Madrid.  In August the team announced that bwin.Party is the team’s new online betting partner.

West Ham United has one of the longest online gaming sponsorships in the EPL at present.  The team signed with SBOBET in 2008 and has retained the company as a jersey sponsor since that time.  SBOBET is primarily known as
a major player in the Asian sports betting market.

Stoke City and Arsenal both started deals this past season with online gaming companies.  Stoke began their new jersey sponsorship deal with Bet365 during the 2012-2013 season and Arsenal signed a deal that allows Betsson to serve as an official gaming partner.  Everton has a similar gaming partner deal with Paddy Power.  Next year with be the second of the two year deal with the popular online gaming site.

Aston Villa put on a late season run to save their status in the Premier League this season.  The team signed a deal in 2011 that saw Genting Casinos become their primary shirt sponsor.  Genting is the largest casino
company in the world.

Liverpool easily outdistances other squads in the EPL in terms of online gaming sponsorship.  The team has three different deals currently in place.  Like Everton, Liverpool signed a deal with Paddy Power to market the club
in the UK, Ireland, and Italy.  The club also signed a deal with Misli.com in October to target the Turkish market.  Finally, the club is also sponsored by 188Bet, who serves as an international gaming partner.

Other Organizations With Sponsorships

The recently relegated Wigan Athletic has a deal currently in place with 12Bet.com.  Whether that deal will change after the team’s relegation remains to be seen.  The squad was sponsored by 188Bet prior to the company switching to Liverpool.

The Netherlands top football league known as the Eredivisie has been sponsored by the Vriendenloterij since 2005.  Most casual fans are not aware of this paring because legal issues prevent the league from attaching the lottery to the league.

Both the English and Scottish Football Associations are sponsored by online gaming companies.  William Hill has deals with both organizations and sponsors the FA Cup, the Scottish Cup, and both the English and Scottish National Teams.  Both deals are scheduled to run through FIFA World Cup
2014.

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