Local medial Daily Mail reported earlier this month that the Chinese brand was set to walk away from the agreement, with its contract said to include a break clause that could be activated this summer. It was also reported that LD’s decision to end the arrangement had been ‘influenced’ by political tension between China and the UK.
Sportsbet currently operates in Great Britain via the Sportsbetio.uk domain under a white label licence from TGP Europe, which also provides a white label platform for Newcastle sponsor Fun88, new Leeds United sponsor SBOTOP and former Everton sponsor Sportpesa. Its main Sportsbet.io domain is licensed in Curaçao, but not in the British market.
The financial terms of Southampton’s new agreement with Sportsbet.io have not been disclosed.
“Sportsbet.io have redefined the online betting space by combining cutting-edge technology with cryptocurrency expertise and a passion for offering its players with the ultimate fun, fast and fair gaming experience,” said David Thomas, Southampton’s chief commercial officer.
“They are fully committed to providing a safe place where people can enjoy their games responsibly, and have a world-class social responsibility team in place. The club will work with Sportsbet.io and our local community to promote this important social responsibility message over the course of the upcoming year,” Thomas added.
Tim Heath, chief executive of the Coingaming Group, added: “We are absolutely thrilled to announce this sponsorship deal with one of the Premier League’s most ambitious teams. Sportsbet.io shares the club’s desire to disrupt its industry and increase its global reach.”
Southampton’s decision to only sign a one-year partnership with Sportsbet.io comes amid growing calls for increased regulation on gambling marketing in English football. In July, a House of Lords Select Committee report recommended that shirt sponsorship deals with betting companies be outlawed in the Premier League and that clubs in the English Football League (EFL) should be given three years to phase out such contracts.
Premier League chief executive Richard Masters previously said gambling needs stronger governance, but added it is up to individual clubs whether they want to pursue partnerships with betting brands.
Source: GMB / SportsPro
