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Betway Extends Partnership with West Ham United

The Betway Group, the international online gambling operator, has extended their partnership with, West Ham United, in a deal that represented a record sponsorship agreement for the English Premier League football club.

First Deal Between West Ham United and Betway

The first deal between the online bookmaker and English Premier League football club was announced in February of last year, 2015. West Ham United announced the shirt sponsorship deal with the Betway Group, less than a month after Alpari Group, the financial services company and their former principal sponsor went out of business.

The financial exchange, Alpari Group, was formerly the main sponsor for the football team, with a shirt deal that saw their name and logo printed across the team’s uniform and training gear; unfortunately at a very crucial time for the club Alpari Group went into liquidation and could no longer honour the contract with the football club. The Swiss company, Alpari, went into liquidation leaving West Ham without their main commercial backer; however the club was quick to sign the new partnership with Betway.

The agreement with the online bookie was the biggest commercial deal the football club had ever signed in their 110 year long history. While the deal with Alpari saw West Ham receive GBP 3 million per year, Betway had agreed to pay GBP 20 million to the club over the next three and a half years. At the time of the deal, West Ham, were also in the process of moving from their Upton Park location to the Olympic Stadium; a plan that was to manifest during their 2016 – 2017 season.

The New Deal with Betway

Given the success of the partnership between Betway and West Ham Uniter, the two have agreed to renew their contract early and for a long time. The new deal between the bookmaker and the team will run for three seasons starting from the one in 2017 – 2018 to the season if 2019 – 2020.

Betway, which already has the most prominent placement on the team’s uniform, will continue to benefit from branding placement on the front of the West Ham shirts.

The marketing director for Betway, Anthony Werkman, said, “Since we first became principal sponsor in February 2015, the partnership has been a real success for Betway and West Ham.”

He continued, “This is reflected by the fact that both parties were not only keen to renew the deal early, but also for a substantial period.”

Karren Brady, the vice-chairman of West Ham, added, “Our brand has grown faster than any other major Premier League club in the past two years, and an equally ambitious, forward-thinking brand like Betway wants to be associated with that success.

“Betway have been with us during two of the most momentous years in our history, as we said farewell to the Boleyn Ground and moved into our stunning new home, but they know that the best is still to come,” she continued.

“The revenue that this deal generates will be reinvested in our playing squad, and will allow us to enjoy ever greater success in the years to come,” Brady concluded.

The Betway Group

The Betway Group, which is a global online gambling company, provides services across a number of brands, including Betway Sportsbook, Betway Casino, Betway Vegas, Betway Bingo and Betway Poker; Betway also operates a number of other brands including Dream Bingo, Bingo on the Box and Spin Casino. The company was founded in 2006 and is primarily based in Malta and Guernsey, with support teams in London, Cape Town and the Isle of Man. Licenced in the UK, Malta, Italy, Denmark, Spain, Belgium, Germany and Ireland, the company takes a keen interest in developing relations with professional sportspeople in the UK. They have sponsored a number of high profile UK-based sporting events, including boxing, darts, football, snooker, tennis, horse racing and eSports.


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