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bet365 Signs New Stoke City Shirt Sponsorship


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Ever since the UK legalised and regulated online gambling a few years ago, many
top online gambling operators have sought out sponsorship deals with UK football
clubs, including premier online sportsbook and casino bet365, which has just
signed a new shirt sponsorship deal with English Premier League club, Stoke
City.

Under the terms of the new bet365 Stoke City sponsorship deal, which is
rumoured to be in the seven figures, for the next three years the bet365 logo
will be displayed on both the home and away shirts of the Stoke City players.
Stoke City’s previous shirt sponsor was leading UK financial services firm,
Britannia.

Britannia was the official shirt sponsor of Stoke City for 15 years. And despite
signing a 4-year sponsorship extension to the value of £4 million in 2009, it
was cancelled prematurely by its parent company, Co-Operative Financial
Services, as it has taken on a new role as Stoke City’s banking partner for the
next two seasons.

bet365 Generated Revenues of £501m in 2011

bet365 is currently one of the most popular online sportsbetting sites in the
UK, and is well known in financial circles for being the country’s biggest
privately-owned internet sportsbook. Last year bet365 generated total revenues
of £501 million, and according to financial analysts, it is expected to perform
even better this year.

Said bet365 joint CEO, Denise Coates, ‘We are delighted to have reached an
agreement to become Stoke City’s shirt sponsor. It is a perfect fit for us as a
Stoke-on-Trent-based company with a global reach and international markets to
become shirt sponsor of our local English Premier League club.

‘This builds upon the extensive sponsorship, LED and advertising we are already
committed to at many Premier League clubs and within the sports industry in
general. It also further demonstrates our long-term commitment to the club,’ she
said.

bet365 Founder Peter Coates Owns Stoke City

Also happy at the new sponsorship deal is Stoke City CEO, Tony Scholes, who
explained that the club was already indebted to bet365, especially its founder
and owner Peter Coates, who just so happens to own Stoke City Football Club.

‘This agreement with bet365 means we have been able to maximise the
international element of the club’s exposure. We received a number of offers
from potential sponsors, but bet365 was the highest bidder arguably further
underlining its commitment to the club,’ said Scholes.

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