Isle of Man-based operator Celton Manx has signed a multi-year partnership with Leeds United, with the firm confirming that its sports betting brand SBOTOP will be the Premier League club’s front of shirt sponsor.
The sponsorship agreement, which is the largest commercial deal in the club’s history, also sees SBOTOP appear as a sponsor on the club’s official training kit. Moreover, SBOTOP become the first front of shirt sponsor for Leeds’ new Adidas kit, after the two entities agreed a ‘record-breaking’ five-year deal last month.
Celton Manx/SBOTOP executive director Bill Mummery added: “We are thrilled to enter into a relationship with Leeds United, a club with a 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.
“This agreement comes at a pivotal point in the development of our business in the Isle of Man. We are in the process of creating some 26 new local jobs to serve our expanding global online gaming product and are also significantly growing our risk trading capability at our Braddan headquarters.”
SBOTOP will become the club’s new principal sponsor throughout the duration of the deal. The partnership will see SBOTOP become the first front of shirt sponsor for Leeds’ new Adidas kit, after the two entities agreed a ‘record breaking’ five-year deal last month.
Leeds United executive director Paul Bell commented: “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.”
On top of being prominent on Leeds’ shirt, the sports betting brand will gain a strong presence on the backdrop of media interviews and on digital perimeter ‘Info Panels’. Additionally, SBOTOP will become the club’s new principal sponsor throughout the duration of the deal.