Online gaming operator bet365 has extended its shirt sponsorship agreement with Premiership football club Stoke City FC for a further three years.
From next season, bet365 will enter into its fifth season of Premier League football as sponsors of the club.
Stoke City also confirmed an extension with its partner Britannia, which is part of The Co-operative Bank, who will become the official Banking and Community Partner and also retain the naming rights for the Britannia Stadium.
Stoke City said that the sponsorship agreements were “geared” to maximise the opportunities available locally, nationally and globally as a direct result of the progress made by the club since winning promotion to the top flight of English football in 2008.
The club said that bet365 would be able to benefit from the Premier League’s global TV exposure which now reaches more than 650m homes across the world.
City’s chief executive Tony Scholes hailed the two new “lucrative” sponsorship agreements which have put the club in a strong position to move forward in the future.
“This is a very exciting development for the Football Club which gives us every chance to continue progressing forward,” he said. “We have the opportunity now to work closely with two very successful local companies on two different fronts.
“The Club is already hugely indebted to the support from bet365 and its owners, the Coates family. Whilst Britannia and The Co-operative Group focus more on local and national markets, bet365, who are the largest private sector employers in the area, operate on a global basis.
“This agreement with bet365 means that 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 were the highest bidders, arguably further underlining their commitment to the Club.”
Denise Coates, joint CEO of bet365, added: “We are delighted to have reached an agreement to become Stoke City’s shirt sponsors. 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 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.”
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