Bet365, a privately-held online betting operator in the UK, has enhanced its relationship with its hometown Stoke-on-Trent by closing a naming rights deal for Stoke City FC’s home stadium.
Bet365 announced on Thursday that it had inked a six-year deal with the club so that, starting with the 2016-17 English Premier League season, it would rename its home ground Bet365 Stadium. Following its absorption by The Co-operative Banking Group, the brand, previously known as Britannia Stadium, was recently phased out.
Some operators have made deals to have their name placed on a particular stand of football grounds, but Bet365 is officially the first betting operator to secure an EPL venue’s headline naming rights, marking a milestone in the UK betting sponsorship ranks. Bet365’s shirt sponsorship of Stoke City is also being extended by another three years through the deal.
Undoubtedly, the negotiations were supported by the fact that the Coates family, whose patriarch Peter founded Bet365, own Stoke City FC. Meanwhile, his daughter Denise and son John run the betting company. John Coates commented that the company has “benefited enormously” from the shirt sponsorship, and so the naming rights deal “seemed a natural fit.”
Unibet and Caribbean Cricket Extend Branding Agreement
In other sponsorship-related news, online betting operator Unibet recently declared that it has decided to extend its branding agreement with Caribbean cricket.
Last July, Unibet became the official betting partner of the Caribbean Premier League (CPL) and it has gone so well that both the parties have agreed to extend the deal by another two years. Similarly, Unibet has renewed its sponsorship of St Lucia Zouks, a CPL squad. Last year’s CPL attracted over 90m viewers of a global audience.