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188BET adds Chelsea to its Premier League portfolio

English Premier League side Chelsea have agreed a deal that will see 188BET tighten its grip further on top level English soccer.

16 August 2009 James Emmet

English Premier League side Chelsea have agreed a deal that will see 188BET tighten its grip further on top level English soccer.

Online gaming and entertainment company 188BET has become Chelsea’s official betting partner for the 2009/10, 2010/11 and 2011/12 seasons, having already secured shirt sponsorship deals with Premier League sides Wigan Athletic and Bolton Wanderers this year, as well as a similar deal with Aston Villa last week.

Chelsea and 188BET will use the partnership to undertake a series of co-marketing initiatives, primarily focused on the Asian market, which will utilise the strengths of each company’s global appeal to develop their international ambitions. 188BET is regarded as the world’s leading in-play betting specialist.

The deal, which will run for an initial three year period and will see 188BET receive a range of collateral from the Premier League club. The partnership will also give Chelsea supporters the opportunity to take advantage of a range of special 188BET promotional activity, which is set to be rolled out during the course of the 2009 / 10 season.

“The announcement of our partnership with Chelsea represents a landmark moment for the company. Having already agreed deals with three established Premier League sides the company has now aligned itself with one of the world’s most famous clubs,” said Andy Scott, chief executive of 188BET.

Chelsea’s chief executive, Peter Kenyon, said: “Having just concluded a major extension with Samsung, we are delighted to have finalized another significant deal with a leading brand in 188BET. Chelsea had a number of companies from this sector bidding to be our official betting partner but 188BET were the right choice, both financially and in terms of their ambitions and aspirations globally. They are making an impact in English football and therefore are an excellent partner for the future.”

Although financial details for the deal were not released, it is believed the contract could be worth as much as US$1.5 million a year after revenue-sharing schemes are taken into account.


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