188Bet goes each way with double deal

12 May 2009 | Posted in Sponsorship, Soccer | By Adam Fraser

Online gaming company 188Bet will sponsor two English Premier League clubs next season after completing a unique double deal. The company's logo will adorn the shirts of both Bolton Wanderers and Wigan Athletic next season. It will be the only company to back two Premier League clubs.

"We are delighted to have attracted a new sponsor with such strong global reach," said Wigan chairman Dave Whelan. "This record agreement will enable Wigan Athletic to build its profile internationally as well as introducing 188Bet to the UK market. We look forward to working together to develop the partnership both on and off the pitch."

Chris Rawlings, managing director of Sportfive UK, added: "We are excited to have worked on developing this new strategy for sponsorship in the FAPL and we believe that partnering with both Bolton Wanderers and Wigan Athletic provides a strong solution to 188Bet's objectives, and will deliver excellent value back to the sponsor. We look forward to working with such a progressive and ambitious business as 188Bet and both clubs over the coming years to ensure that this is a successful relationship for all concerned."

The nature of the deal, and the fact 188Bet has signed with the two clubs concurrently, makes an exact value hard to give, but it is thought to be worth at least US$2 million per season to the two teams. The sponsors logo will not appear on replica youth, children's and infant shirts, or on the shirts of the club's youth teams.

Andy Scott, chief executive of 188Bet, praised the role Sportfive played in the process, saying: "Working with Sportfive on this project has added great value to our business throughout the process. Sportfive has invaluable knowledge, experience and this together with an exemplary industry reputation has enabled us to secure such exciting new partnerships with these clubs."