Second-tier English soccer side Middlesbrough have signed a three-year deal with online casino 32Red.
The partnership sees the company secure primary sponsorship of the Championship club’s playing kit and adult replica shirts until the end of the 2020/21 season.
Although no figures have been released, the deal with 32Red is described by the club as ‘record-breaking’ and also sees the Ramsdens Currency brand, who had been the front of shirt sponsors since the 2011/12 season, move to the back of the playing kit for the next two years, becoming Boro’s foreign exchange partner.
In addition, online betting website Unibet have also agreed a deal to have their branding featured on Boro’s training kit and replica training wear. Like 32Red, Unibet are part of the Kindred Group, who are based in Gibraltar.
Neil Bausor, chief executive of Middlesbrough, said: “32Red is an innovative brand with a demonstrable interest in football, and we look forward to our relationship going from strength to strength over the next three years.”
Neil Banbury, general manager UK of the Kindred Group added: “We look forward to building on our history of successful football sponsorships by providing Boro fans the excitement and entertainment that has made 32Red an industry-leader in online casinos.”
“We are very aware that the Ramsdens name appearing on the shirt has been great for customer recognition and has helped our business grow over recent years,” said Ramsdens chief executive Peter Kenyon.
32Red become the club’s 17th different main sponsor since 1980, and have a track record in British soccer. Last season, the company logo appeared on Leeds United’s shirts, while they have previously sponsored Swansea City, Aston Villa and Rangers.
Boro finished fifth in the Championship last season but saw their promotion bid end when they were beaten in the play-off semi-finals by Aston Villa.