West Bromwich signs shirt deal with K8 Group

Another Asian-facing online gambling operator has secured a football shirt sponsorship deal, this time with West Bromwich Albion, one of the UK’s biggest football clubs.

The English Premier League club announced on Thursday that it had signed a shirt sponsorship deal with UK Gambling Commission-licensed the K8 Group, which soft-launched its UK-K8.com site in November, with plans for a further roll out in the coming months.

In what is being called a “record commercial deal for the Club”, the initial term is for a two-year period commencing with the start of the 2016-17 EPL season. K8 Group COO Vincent Huang said his firm had “a long standing interest” in partnering with a premier football club and was extremely pleased to have teamed with “one of the most respected clubs in the Premier League.” He said that they would focus on “several key projects to create a platform for the club to grow awareness and engagement” in Asia, including “coaching exchanges and other football-related initiatives.”

West Brom’s marketing director Adrian Wright said the deal followed the club’s pattern of working alongside “a challenger brand that will align with the club’s ongoing aspirations for global brand recognition.”

West Brom also has betting partnerships with Malta-licensed NetBet and UK-licensed online betting giant Bet365, as well as a fantasy sports partnership with Ireland’s Sportego.