Leicester City has unveiled its latest commercial agreement as the club welcomes Asia-focused online gaming operator 19.com as new official betting partner.
Replacing igaming counterpart W88, who recently entered a “record breaking” partnership with fellow Premier League side Aston Villa, the two parties are said to have entered into a multi-season deal.
Harj Hir, head of partnerships at Leicester City, said of the new agreement: “We are continuing to build our international profile and this partnership is an exciting one for the football club.
“It will help to strengthen our global reputation, particularly in Asia where we have a strong presence and significant status in the region.”
As part of the contract with the Foxes 19.com’s brand is to be displayed on the club’s matchday LED advertising and interview backdrops, as they seek to benefit from the global coverage of both Leicester City and the Premier League.
Jamie Dillon, spokesperson for 19.com, added: “We are delighted to confirm this exciting betting partnership with an iconic club such as Leicester City.
“As one of the leading online gaming brands in Asia, 19.com are proud to announce our partnership with the Foxes and bring our brand to the UK market.
“We see this partnership with the former Premier League champions as the perfect platform to provide the 19.com brand with important and valuable exposure.”
The King Power Stadium based outfit began the new domestic football season at the weekend, as the club fought to a 0-0 home draw with fellow midlands side Wolverhampton Wanderers as VAR denied the visitors all three points.
Next up for Brendan Rodgers’ side is a trip to Frank Lampard’s Chelsea, who are fresh off the back of a 4-0 demolition at Manchester United, before a second away trip in a row sees the club visit newly promoted Sheffield United.