9th of May 2012 Author: Johnny Karp
Seven figure sponsorship deal extension inked
The relationship between the major UK online gambling group bet365 and Stoke City FC, has been extended this week, when the two closed a seven figure shirt sponsorship deal thanks to which bet365 will replace the previous shirt sponsor Britannia Building Society which was with the football club for 15 years.
The deal set by the Coates family, who are the majority shareholders of both bet365 and Stoke City, implies that the club's shirts will carry the company's name and logo for the next three years, thus making bet365 the ninth company since the 1980s to sponsor Stoke City's shirts.
Furthermore, a club spokesman said that the deal will enable bet365 to benefit from the Premier League's global TV exposure which now reaches more than 650 million homes across the world.
According to Denise Coates, daughter of Stoke City chairman Peter Coates and joint CEO of bet 365, "It is a perfect fit for us as a Stoke-on-Trent-based company with a global reach and international markets. It also further demonstrates our long-term commitment to the club."
It has been added by Stoke chief executive Tony Scholes: "The club is already hugely indebted to the support from bet365 and its owners, the Coates family.
"While Britannia and the Co-operative Group focus more on local and national markets, bet365, who are the largest private sector employers in the area, operate on a global basis.
"This agreement with bet365 means we have been able to maximise the international element of the club's exposure.
"We received a number of offers from potential sponsors, but bet365 were the highest bidders."
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