SBOTOP is now Leeds shirt sponsor, replacing Kindred brand 32Red. It was announced by the newly-promoted Premier League club Leeds United. It is a “record deal” for the club.

Although the operator and club extended the deal with 32Red last year, they did not provide reasons for the current termination.

SBOTOP is a division of Celton Manx Group that holds a license from the Isle of Man to operate both the SBOTOP brand and Asia-facing SBOBet. Of note, it sponsored West Ham United in the past.

The GFB-facing entity is not yet live, but eventually It will operate in the UK under a white label agreement with TGP Europe. Other white label sites held by this entity are for Watford sponsor Sportsbet.io, Newcastle sponsor Funbet88 and the former Everton sponsor, Sportpesa.

It promises the “latest casino games” and live dealer products. Live in jurisdictions outside the UK, the dot com site offers betting and casino products.

According to Leeds United, the deal is “the largest commercial deal in the club’s history.” Paul Bell, the Executive Director, stated,

“Today’s announcement with SBOTOP represents a landmark for Leeds United’s commercial strategy as we attract new global brands to our official partners program.”

Discussions have been in play with the Executive Director at Celton Manx/SBOTOP and his team. Bill Mummery is looking for ways to work together. Bell adds,

“I’ve been very impressed by their experience and the proactive
way in which they have looked to engage with the club.”

Now that Leeds has returned to the Premier League, they are in a position to work with SBOTOP on a truly global platform to achieve mutual goals.

Looking forward to the upcoming season, Leeds will start on September 12. Mummery said for both the club and Celton Manx “These are exciting times for all concerned and we can’t wait to get started.”

“We have experience working in the Premier League. This strategic partnership allows us to work closely with the club as they enter this next phase of their history.”

Source: https://www.igamingbusiness.com/news/sbotop-replaces-32red-leeds-shirt-sponsor

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