Online gaming firm 188Bet has become the first company to sponsor two Premier League clubs after striking a deal to sponsor Bolton Wanderers and Wigan Athletic, replacing Reebok and JJB Sports respectively.
The in-play football betting specialist will become principal sponsor of the two clubs from the start of the 2009/10 season and its brand logo will appear on all adult club shirts. 188Bet said the deals will enable it to raise its profile in the UK and Europe. At the moment, it is mainly focussed on the Asian market, which generates about 80 per cent of its revenues.
"We were looking for a unique opportunity to mark 188BET’s first major foray in the UK market and feel that the collaborative engagement with both Bolton Wanderers and Wigan Athletic shall help us to further grow the strength of our brand," said 188Bet chief executive Andy Scott.
