12BET signs Premier League sponsorship deal
Asia-facing operator becomes official betting partner of Swansea City just a month after relaunching its sportsbook in the UK
12BET has signed an agreement to become the official betting partner of English Premier League football club Swansea City.
The initial one-year deal, which was announced this morning, will provide a major boost to 12BET’s visibility both in the UK and its core Asia market with Premier League matches screened live across much of the continent.
12BET said it would benefit from a “strong branding presence” throughout Swansea’s Liberty Stadium while the operator’s chief executive Rory Anderson (pictured left) hinted at the formation of some original marketing plans around the partnership.
“It [Swansea] is a well-run club and the commercial team there has really taken on board what we are trying to achieve with this sponsorship,” Anderson said.
“Between the club and ourselves, we have come up with some innovative ways to make this partnership stand out,” he added.
News of the deal comes after 12BET in May re-launched its sportsbook site in the UK, nine months after the firm was required to withdraw the product from the market due to Point of Consumption licensing issues.
The Isle of Man-based company teamed up with sportsbook supplier TGP Europe for the launch while it also signed a deal with major affiliate Income Access in a bid to boost traffic.