Bet365 seals Sky Sports Premier League sponsorship
Operator to sponsor TV station's Friday and Monday evening matches screened throughout the UK and Ireland
Bet365 has signed a major deal with Sky Sports which will see the operator sponsor much of the TV station’s Premier League coverage for the forthcoming season.
In what joint group chief executive John Coates described as “big news”, bet365 will be headline sponsor of matches screened on Monday and Friday evenings, with regular games to take place on Fridays for the first time.
The firm will also be the main sponsor of Sky Sports’ dedicated commercial coverage, which is shown across more than 40,000 premises, such as pubs and hotels, in the UK and Ireland.
Bet365 will share the sponsorship of Sky Sports’ 126 live matches throughout the season with car manufacturer Nissan, which secured rights to games screened on Saturdays and Sundays.
“In what promises to be one of the biggest ever seasons in the Premier League, this new opportunity with Sky Sports is big news all round,” Coates said.
“It’s certainly a fitting collaboration and is testament to bet365’s continued and expanding relationship with Sky Sports,” he added.
Bet365’s sponsorship will kick-off on Monday 15 August with Chelsea’s home match against London rivals West Ham United with Manchester United versus Southampton next up on Friday 19 August.
The deal was negotiated on behalf of bet365 by strategic marketing agency Drummond Central and media buying agency Republic of Media.