Leeds United Announce SBOTOP as New Shirt Sponsors

Newly promoted Premier League club Leeds United, have entered into a multi-year sponsorship deal with SBOTOP, which will see the sports betting brand become the club’s principal sponsor.

This new deal brings to an end, Leeds’ four-year sponsorship deal with the gambling brand 32Red.

The deal will see the SBOTOP logo appear on the club’s kits from the start of the 2020/21 Premier League season. The SBOTOP logo will also feature on the club’s Adidas training wear.

SBOTOP, part of the Celton Manx Group, are held in high regard across the global betting industry. SBOTOP, have sponsored Premier League clubs before but under the name SBOBET, which is their Asia-facing brand. They were the West Ham United shirt sponsor up until the end of the 2012-13 season. They have also been the shirt sponsors of Cardiff City in 2010-11. SBOBET are also sponsors of the League of Ireland Premier Division side Wexford Youth.

Read next: Football and Gambling: An Ever Changing Relationship

SBOTOP operates in the UK under a white label agreement with TGP Europe, which also has white label sites for Everton sponsor Sportpesa, Newcastle United sponsor Funbet88 and Watford sponsor Sportsbet.io.

The site for SBOTOP is not currently live, but it promises the “latest casino games” and live dealer products, they also have a .com site which is live in other places other than the UK, offering betting and casino products.

Leeds United Reaction

Leeds United Executive Director Paul Bell had this to say on the deal: “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.”

“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.”

SBOTOP Reaction

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.”

Last month, a report from the House of Lords recommended a ban on gambling sports sponsorship as part of wide-ranging proposals to strengthen gambling regulations in the UK. However, the EFL urged the UK Government not to ban gambling sponsors.

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