10 August 2020 20:32
Biggest commercial deal in Leeds football history Celton Manx has signed a multi-year partnership with Leeds United Football Club, with its new global sports betting brand SBOTOP ("S B O Top") becoming the club's principal sponsor. In the largest commercial deal in the club's history, the SBOTOP logo will feature on the front of the white shirt from the start of the new premier league season. it will also be on training wear, the digital perimeter info panels and on the backdrop to media interviews. Celton Manx/SBOTOP executive director Bill Mummery says he's "thrilled" to enter into a relationship with Leeds "with their rich heritage and enormous fan base". SBOTOP gets front-of-shirt branding for Leeds' Premier League return Yorkshire club name Clipper Logistics as official training kit sponsor Deals add to Adidas kit supplier agreement English soccer side Leeds United are continuing preparations for their return to the Premier League by announcing global sports betting firm SBOTOP as their principal sponsor.
The agreement sees the gambling company secure front-of-shirt branding from the start of the 2020/21 season in what Leeds have described as 'the largest commercial deal' in their history. The length and value of the arrangement have not been disclosed. SBOTOP's logo will also feature on the team's training wear. The company is part of the Celton Manx Group, which is headquartered in the Isle of Man. "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," said Leeds United executive director Paul Bell.
Having secured promotion back to the Premier League after a 16-year wait, Leeds have already confirmed Adidas as their new kit supplier from the 2020/21 season in a 'record-breaking deal' over the next five years. The team also look set to secure further investment from the San Francisco 49ers. Earlier this month, Paraag Marathe, the president of 49ers Enterprises, the National Football League (NFL) franchise's investment arm, said he is in talks with Leeds majority owner Andrea Radrizzani about upping the 49ers' stake in the Premier League club. The 49ers paid a reported UK£10 million (US$13 million) for a ten per cent share in Leeds in 2018. Newly-promoted Premier League club Leeds United has entered into a principal sponsor agreement with the SBOTOP brand in the largest commercial deal in the club's history. The multi-year deal will see the SBOTOP logo feature on the front of the club's white shirt from the start of the 2020-21 season. The company will replace fellow betting operator 32Red as shirt sponsor. SBOTOP is part of the Celton Manx Group, which is based on the Isle of Man, a tax-friendly jurisdiction for online betting operators. Bill Mummery executive director of Celton Manx/SBOTOP said he was "thrilled" to enter into a relationship with Leeds "with their rich heritage and enormous fan base". Paul Bell, executive director at Leeds United, said the club had been in discussions with Mummery and his team for some time, looking at various ways to work together. He said: "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." The SBOTOP logo will feature on the front of the club's new Adidas kit, due to launch later this month, as well as appearing as a sponsor on the club'ss official training wear. Separately, retail logistics company Clipper Logistics has upgraded its sponsorship deal with the club to serve as the official training kit sponsor and official logistics partner. The new two-year sponsorship extends the four-year association with the club deal and will see the Clipper logo on the front of the team training kit worn for training sessions, press conferences and warm-up exercises before matches. Additionally, Clipper branding will be visible across Elland Road and Thorp Arch training ground. The Leeds-based firm transports high-value goods across the UK and Europe. It has been a main sponsor of Leeds United since 2016 and hosted corporate events in its club box since 1992. Leeds and SBOTOP have entered into a multi-year partnership which will see the global sports betting brand become principal sponsor of the club. The SBOTOP logo will feature on the front of United's new Adidas kit, due to launch later this month, as well as appearing as a sponsor on the club's official training wear. Leeds United executive director Paul Bell said: "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" Sign up to our Leeds United newsletter The i newsletter cut through the noise Sign up Thanks for signing up! Sorry, there seem to be some issues. Please try again later. Submitting... NEW SPONSOR: For Leeds United from the start of the new season. Photo by Gareth Copley/Getty Images. "We have been in discussions with 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." Bill Mummary, executive director at Celton Manx/SBOTOP added: "We are thrilled to enter into a relationship with Leeds United, a club with rich heritage and an enormous fan base. "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. "These are exciting times for all concerned and we can't wait to get started." A message from the Editor: Leeds has a fantastic story to tell - and the Yorkshire Evening Post has been rooted firmly at the heart of telling the stories of our city since 1890. We believe in ourselves and hope you believe in us too. We need your support to help ensure we can continue to be at the heart of life in Leeds. Subscribe to our website and enjoy unlimited access to local news and information online and on our app. With a digital subscription, you can read more than 5 articles, see fewer ads, enjoy faster load times, and get access to exclusive newsletters and content. Click here to subscribe. For more details on our newspaper subscription offers click here.