Bet365 breaks new ground with Stoke City stadium sponsorship

Bet365 breaks new ground with Stoke City stadium sponsorship

Friday, April 22, 2016 Totally Gaming
Bet365 breaks new ground with Stoke City stadium sponsorship

In a commercial agreement that marks the first of its kind, Bet365 has acquired the naming rights to the Britannia Stadium, the home of English Premier League football club Stoke City.

Under an initial six-season deal, which will run from 2016-17 to 2022-23, the venue will now be known as the Bet365 Stadium. The online gambling operator has served as City’s front-of-shirt sponsor since the 2012-13 season and has also extended this arrangement by an additional three years.

Bet365 is based in Stoke-on-Trent and has established a long-term relationship with the football club, as the online gaming operator’s founder, Peter Coates, also owns Stoke City. Coates’ son John currently serves as chief executive of Bet365.

Bet365 becomes the first online operator to strike a stadium naming rights deal with a team in England’s top flight, although a number of clubs have partnerships in place with companies from other industries.

John Coates, joint chief executive of Bet365 and vice-chairman of Stoke City, said: “There’s no doubt Bet365 has benefitted enormously from the global exposure our shirt sponsorship agreement with the club has given us. We have been looking to extend our portfolio of sports sponsorship and entering into a stadium naming rights agreement with Stoke City seemed a natural fit, especially as the city of Stoke-on-Trent is home to Bet365.” says: “By striking this deal, Bet365 has identified and also potentially opened a new commercial market for online operators. The company has established a major presence in the league through its existing deal with the club and this agreement is only likely to further enhance its position in the UK sports betting market.”


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