Leeds United and Celton Manx have signed a multi-year partnership, in which the operator’s SBOTOP brand will become front shirt sponsor.
The sponsorship is the biggest commercial deal in the Yorkshire-based side’s history, with the SBOTOP logo featuring on playing and training kits.
Another operator, 32Red, had previously featured on the jerseys of last season’s EFL Championship winners.
SBOTOP will also have its logo placed on signage at various points for matches at Elland Road.
Preparing for a big season
The 2020/2021 season will be Leeds’ first in the top flight since they were last relegated in 2004.
Ahead of the campaign, the club has also agreed a five-year deal with Adidas. Through this, the world-renowned sportswear brand will supply their kits.
Leeds United Executive Director Paul Bell shared his thoughts on the new partnership with Celton Manx/SBOTOP. He believes that it will enable the club to appeal to a broader global fanbase.
“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,” he said.
“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.”
“At a pivotal point in the development of our business”
Licensed in the Isle of Man, SBOTOP is also permitted to operate the Asia-facing SBOBET. The latter previously sponsored West Ham United in the Premier League (and Championship) between 2008 and 2013.
In addition to featuring on the front of the club’s shirts, SBOTOP will also have its logo placed on the backdrop for post-match interviews. Moreover, positioning on ‘Info Panels’ will further boost its brand exposure.
Celton Manx/SBOTOP Executive Director Bill Mummery had the following to say about the new deal with the Whites.
“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.”