Leicester City raise the stakes with M88 deal

Asian gambling company becomes English soccer club’s betting partner.

Leicester City raise the stakes with M88 deal

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Asian bookmaker M88 has signed a deal with English soccer club Leicester City to become the Premier League side’s official betting partner.

As part of the deal, of which terms have not been disclosed, the agreement will see M88’s branding displayed across LED advertising boards at the club’s King Power Statium, while also leveraging Leicester’s global brand in its marketing activities.

​The agreement is the second betting partnership signed by Leicester in recent months, following the club’s two-year deal with online gambling company W88.

Jonathan Gregory, commercial director at Leicester City said: “We are excited to begin this partnership with M88 who already have a strong presence in the sports industry. We have built a series of key relationships across Asia and our partnership with M88 only strengthens Leicester City’s already significant connection with the region.”

A spokesperson at M88 added: “We are delighted to add Leicester City to our list of partners through this multi-club deal, as we gain more market share year-on-year. We are excited to engage with Leicester City’s fanbase and cannot wait to bring our loyal customers closer to the club.”

Leicester City, who won the 2015/16 Premier League in improbable circumstances, lost their first game of the new season, falling to a 2-1 defeat against Manchester United.