SBOTOP replaces 32Red as Leeds shirt sponsor

10 August 2020

Newly promoted Premier League club Leeds United have announced SBOTOP as its new main shirt sponsor in a “record deal” for the club, replacing Kindred brand 32Red.

SBOTOP is part of the Celton Manx Group which holds a licence from the Isle of Man to operate both the SBOTOP brand and Asia-facing SBOBet, which previously sponsored West Ham United.

SBOTOP will operate in Great Britain under a white label agreement with TGP Europe, which also hosts white label sites for Watford sponsor Sportsbet.io, Newcastle sponsor Funbet88 and former Everton sponsor Sportpesa.

The GB-facing SBOTOP site is currently not live but promises the “latest casino games” and live dealer products, while a .com site is live in jurisdictions other than Great Britain, offering betting and casino products.

Leeds said the deal was “the largest commercial deal in the club’s history”.

“Today’s announcement with SBOTOP represents a landmark day for Leeds United’s commercial strategy as we attract new global brands to our official partners programme,” Leeds United executive director Paul Bell said.

“We have been in discussions with [executive director at Celton Manx/SBOTOP] Bill Mummery and his team at SBOTOP/Celton Manx for some time, looking at various ways to work together and I’ve been very impressed by their experience and the proactive way in which they have looked to engage with the club.

“Now that we have returned to the Premier League, we are in a position to work with SBOTOP on a truly global platform as we both look to achieve our goals.”

Leeds had previously been sponsored by 32Red. Although the operator and club announced in 2019 that the deal had been extended until 2021, they did not provide reasons for its termination.

Leeds will play in the Premier League for the 2020/21 season, which will start on 12 September, having gained promotion after winning the Championship. Mummery said both the club and Celton Manx were excited to return to Premier League football.

“We have experience of working in the Premier League and this strategic partnership allows us to work closely with the club as they enter into this next phase of their history, back in the top flight," he said.

“These are exciting times for all concerned and we can’t wait to get started.”

Last month, a report from the House of Lords recommended a ban on gambling sports sponsorship as part of a wide-ranging series of proposals to strengthen the gambling regulatory framework in Great Britain.

Image: Dom Fellowes