188Bet Inks Chelsea Deal

25 August 2009

In England, online gaming firm 188Bet has become the official betting partner for Premier League soccer club Chelsea after signing a three-year deal with a focus on growing the team's brand in Asia.

The Reuters news agency quoted Peter Kenyon, Chief Executive for the London-based team, as stating that the ‘multi-million pound deal’ would help Chelsea develop its business.

'Betting is a very large category and we spent over two years looking at the right partner,' Kenyon told Reuters.

'Its objective in developing its brand is very similar to Chelsea's. There's a committed marketing spend to the deal, focused on the Asia and Pacific territories, an area where we want to concentrate some of our international development.'

188Bet recently signed a similar deal with Premier League team Aston Villa and has shirt sponsorship agreements in place with fellow top-flight sides Bolton and Wigan.

'Betting and football are so intertwined socially and historically that it's a great fit,' Reuters quoted Andy Scott, Chief Executive Officer for 188Bet.

'There is an appetite there because they see this is a genuine strategic partnership whereas in the past betting partners were seen very much as just a commercial sale.

“Chelsea’s reach throughout the World will allow 188Bet to fully establish itself throughout the UK and across all key markets.”

Last season, Chelsea finished third in the Premier League, seven points behind champions Manchester United. However, this summer saw a new manager appointed in former AC Milan coach Carlo Ancelotti and there is now renewed optimism around Stamford Bridge that ‘The Blues’ could win the title.

“Having just concluded a major extension with Samsung, we are delighted to have finalised another significant deal with a leading brand in 188Bet,” said Kenyon.

“Chelsea had a number of companies from this sector bidding to be our official betting partner but 188Bet were the right choice both financially and in terms of its ambitions and aspirations globally.”