Sportingbet has signed a three-year partnership deal with nPower Championship outfit Leeds United.
The details of the agreement include Sportingbet taking over all match day betting at Elland Road whilst enjoying increased branding in and around the stadium. Meanwhile, they will also become the official gaming and wagering partner for local broadcaster Yorkshire Radio.
Speaking after the announcement of the deal, Chief Executive Officer of Sportingbet, Andy McIver, stated: “Leeds United fans are up there as some of the most dedicated supporters in the country and we’re excited to be joining them at the start of this new season in the Championship.
“We’re busy working with the team at Leeds United ahead of the season opener to create new offerings that will benefit the fans and demonstrate our support and passion for the club both on a match day at Elland Road and in the wider community.”
Dominic Matteo, the former Leeds United club captain, will act as Sportingbet’s ambassador for the deal. The company says it will introduce exclusive new gaming features for Leeds United fans such as the Leeds Accumulator game. Fans will also be able to go head-to-head with Matteo on sports betting, whilst they will also be able to place wagers on Leeds United for free in the hope of winning money-can’t-buy prizes.
Speaking about his involvement, Matteo said: “It’s great to be asked to be the ambassador for Sportingbet for what is an exciting partnership.
“This does combine two of my greatest interests, and I’ve said all along that I intend to see more of Leeds this season so this is great for me to be involved in.”
Meanwhile, Shaun Harvey, Chief Executive Officer of Leeds United, was also delighted with the deal: “We are delighted to announce the new betting partner agreement with one of the largest international online bookmakers.
“Sportingbet is a fully established brand within Europe and the rest of the world and it’s important that the club continues to develop partnerships with strong and internationally recognised brands.
“The new three-year deal will see Sportingbet operating both online and in-stadia betting operations at the club. We have been impressed by Sportingbet’s attitude and approach to the club and we are sure that the fans will enjoy betting with Sportingbet during the season.”
The company is hoping to increase its profile in the Yorkshire region. Sportingbet also aims to “expand its existing sponsorship portfolio that already includes properties within football, cricket and rugby”. The new partnership with Leeds United follows a deal signed with Premier League outfit Wolves at the start of last season, which saw Sportingbet become their official shirt sponsors.