Leeds-based operator Sky Bet has signed a three-year deal to become an Official Betting & Gaming Partner for Yorkshire Country Cricket Club (CCC).
The deal is set to build greater awareness of Sky Bet’s growing range of online and mobile betting services through engagement with the club’s supporter base and stakeholders.
Sky Bet, which holds a 4/5 performance rating on Bookmaker Ratings, became an independent company following the 2015 sale of its majority share by parent company Sky to CVC Capital Partners. The firm will benefit from a suite of assets including concerted branding, hospitality and match tickets, as well as a significant amount of digital advertising.
Andy Dawson, Yorkshire CCC Commercial Director, said: “We’re delighted to welcome Sky Betting & Gaming to our portfolio of official partners. Sky Bet is one of the UK’s largest and most well-respected betting and gaming companies, and their ability to innovate and push boundaries are important values we share.
“They are committed to helping us add to the matchday experience, for those watching at Headingley or following via other digital platforms. As one of the biggest employers in Leeds, Sky Bet continue to demonstrate a high level of corporate responsibility and, like us, are incredibly proud of their Yorkshire roots.”
Sky Bet Chief Executive Richard Flint added: “Yorkshire has been our home since we were founded back in 2001 so we are thrilled to be backing our local team. It is an exciting time to get involved and we are looking forward to being part of Yorkshire’s continued success on and off the pitch.”