bet365 Becomes Stoke City FC Shirt Sponsorbet365 has become the Stoke City football club shirt sponsor in a 7 figure shirt sponsorship deal for the next 3 seasons.

The news broke on on Tuesday and confirmed that online gaming company bet365 will be the official shirt sponsor of Stoke City football club. The deal is worth a “substantial seven-figure deal” and replaces Britannia Building Society’s deal with run for 15 years. The previous deal was worth £4 million a year. However, Britannia Building Society will retain the stadium name rights (Britannia Stadium) until 2016.

Both Stoke City football club and bet365 are run by the Coates family who are majority shareholders in both entities. Next season (2012-2013) will see the bet365 logo present on the football shirt as well as the following two season (2013-2014 and 2014-2015 seasons). Stoke City’s chairman is Peter Coates– his daughter, Denise, who is joint Chief Executive of bet365 said of the deal:

“We are delighted to have reached an agreement to become Stoke City’s shirt sponsors. 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.”

The Stoke City Chief Executive, Tony Scholes, said the football club is “hugely indebted to the support from bet365 and its owners, the Coates family.” He went on to day that Britannia and the Co-operative Group are more focused on local and national markets whilst bet365, who are the biggest private sector employers in the Stoke area, operate more on a “global basis”. The shirt sponsorship with bet365 will see Stoke City FC be able to “maximize the international element of the club’s exposure.” He also confirmed there were other bidders for the shirt deal but bet365 were the ones who offered the most.

bet365 have over 6 million customers and are primarily a sports betting operation. They run a successful casino product which is powered by Playtech software. bet365, with this shirt sponsorship deal, will be able to get global exposure on TV as the Premier League is shown all over the world.

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