Former SBOBET business makes Premier League sponsorship return with Leeds United

Sports betting operator SBOTOP has signed a multi-year sponsorship deal with Premier League newcomers Leeds United.

The Isle of Man-headquartered firm, formerly known as SBOBET, has put pen to paper on the largest commercial deal in the Yorkshire club’s 101-year history.

The agreement will see the SBOTOP logo feature on the front of Leeds United shirts from the start of the 2020-2021 season, as well as on club training wear.

Leeds United executive director Paul Bell hailed the new sponsorship agreement with SBOTOP as a “landmark” day for the club’s commercial strategy as it targets partnerships with global brands.

“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,” said Bell.

“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,” he added.

The deal marks Leeds United’s second consecutive sponsorship by a gambling firm after its sponsorship with Kindred-owned 32Red came to an end.

SBOTOP primarily operates in the Asian market, where sponsorship of English football clubs are often lucrative marketing tools in attracting Far East-based players.

SBOTOP executive director Bill Mummery said the firm was proud to partner with a club with a rich heritage and substantial 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,” said Mummery.

“These are exciting times for all concerned and we can’t wait to get started,” he added.

Former brand SBOBET had several sponsorship deals with Premier league football clubs including West Ham, Wigan Athletic and Bolton Wanderers FC.

However, the operator exited the UK market in 2014, surrendering its UK licence citing diminishing financial returns following the implementation of the point of consumption tax model on UK gambling operators.

At the time, SBOBET held extensive discussions with the Gambling Commission, seeking to continue to operate its UK licence without actively recruiting UK players, negotiations which ultimately failed.

Talks broke down after the UKGC said it would enact a zero-tolerance approach by stripping the firm of its licence if players were recruited, even in error.

SBOTOP’s new UK site is powered by TGP Europe Limited on a white-label basis and will feature both online casino and sports betting.

The site has not formally launched to UK players at the time of writing.