English soccer club Everton have revealed a record multi-year sponsorship agreement with gaming brand SportPesa.
The new five-year partnership will be activated on 1st June, and is the biggest deal in the Premier League club’s 140-year history.
The Kenyan bookmaker replaces Thai brewery Chang as Everton’s principal sponsor, with its logo to be imprinted on the front of the team’s playing shirts.
Robert Elstone, The Toffees’ chief executive, had announced a set of new sponsorship deals in January worth a combined UK£75 million, but the identities of the companies involved had remained unconfirmed until now.
Since its launch in 2014, SportPesa has become Africa’s leading sports betting platform, and is renowned for being a community-focused company. The partnership with Everton is part of the brand’s global expansion, and will open up over 70 jobs in Liverpool.
Speaking about the deal, Elstone said: “We’re pleased to have secured the biggest commercial partnership deal in the club's history with an ambitious and growing, global company. From the outset we have been impressed by SportPesa and the company's plans for the future. Over the coming months and years we will be working closely to realise our ambitions together.
“SportPesa are committed to significant investment not only into Everton through this partnership but also in the city as they open up a new European Headquarters that creates new jobs in Liverpool. The Liverpool office will give SportPesa the chance to engage with supporters through a number of fan activities and we look forward to an exciting partnership together.”
“This is a proud and monumental day in the history of our organisation,” said Ivo Bozukov, director of global strategy for SportPesa. “Everton Football Club is a world-renowned sporting institution and a club of proud tradition and rich history. We are thrilled to have secured an alignment with Everton, a club weaved prominently throughout the tapestry of world football.”
Shaun Simmons, UK marketing manager for SportPesa, added: “A huge factor in our decision to form this partnership with Everton, was the club’s passionate and committed fans. The club already does a fantastic job of making Everton accessible for its fans, and we look forward to amplifying this globally.
“The club has an exciting future with a new stadium on the horizon, a young and dynamic playing squad and a history for producing great talent through their famed academy - for us, there couldn’t be a better time to be investing in Everton Football Club and the city of Liverpool. Together I’m certain that we’ll achieve great things.”
Everton are currently seventh in the Premier League, English soccer’s top flight, and play their final fixture against Arsenal on Sunday.