Asian betting operator LoveBet has expanded its football sponsorship marketing portfolio by confirming a new three-year partnership with Burnley FC, which will see them becomes the club’s new shirt sponsor.
The Asian betting brand, which also announced a deal to become Paris St Germain’s Official Asian Betting Partner earlier in the year, will have its logo on all the club’s adult home and away shirts from this season.
Edward Li, Senior Director from LoveBet, commented: “We are thrilled to announce our first English Premier League shirt partnership with Burnley Football Club. The growing presence of the club in Asia and worldwide will help us further promote our brand.
“We’re already planning a lot of activities for the fans and our users and are looking forward to the partnership in the coming three years.”
Anthony Fairclough, Commercial Director at Burnley Football Club, added: “We are delighted to welcome LoveBet, who we believe will be the ideal partner for the club. Together, we will reach and engage with our ever-increasing global audience, in particular in the Asian market.”
Meanwhile Birmingham City Football Club have also penned a new principal partner partnership with Irish bookmaker BoyleSports until the end of the 2020/21 season.
The agreement is the Blues’ biggest sponsorship deal in more than a decade, which will see the BoyleSports logo on the front of the men’s team playing kit and replica shirts.
The deal is seen as more than just a sponsorship, as the bookmaker aims to engrain the BoyleSports brand into the greater Birmingham community by creating a long-lasting relationship with the people of Birmingham through local support.
Ian Dutton, Chief Commercial Officer for Birmingham City FC, said: “We are delighted and thrilled to be welcoming BoyleSports as the club’s new Principal Shirt Partner. Throughout our discussions with them it was clear that they identified the club as the perfect avenue to support their ambition to conquer the UK market.
“We were also extremely impressed with the way they want to give back to the fans and the local community, so we can look forward to some unique activations that will benefit the club, fans and our great city.”
Leon Blanche, Head of Communications for BoyleSports added: “We are absolutely thrilled to be on board and proud to be pledging ourselves as Birmingham City’s principal partner. It’s an honour to be joining forces with a club steeped in history and tradition and we believe it’s a perfect match between a club and company who are on the same page in terms of our huge ambitions.”
