BetStars snares key UK football sponsorship

Amaya’s online sports betting subsidiary BetStars has announced a new deal to become Official Betting Partner of reigning English Premier League football champions Leicester City Football Club for the 2016/17 season.

Under the terms of the new deal, Betstars will receive a full suite of rights, including LED advertising and fixed stadium branding, the use of the Leicester City club crest and player imagery in marketing and promotions, and access to some of the players. Betstars will also offer fans exclusive odds and promotions on Leicester City matches throughout the season.

“Leicester City Football Club changed the game in terms of who can win the Premier League and how it can be won – in the same way that Betstars is striving to be a game-changer,” said Eric Hollreiser, Amaya’s communications chief in a statement Thursday.

“Leicester defied the odds to take on the big boys of English football and win the Premier League, and Betstars is aiming to do the same in sports betting with innovative products like Spin & Bet. We can’t wait to be a part of the next chapter in this truly amazing story.”

Harj Hir, Leicester City’s head of partnerships, added: “We can draw parallels with Betstars’ rising popularity and ability to engage football supporters, so we look forward to a long and successful relationship for both parties.”

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