12Bet Secure Sponsorship of Wigan Athletic

July 11, 2011

Premier League soccer club Wigan Athletic have agreed a sponsorship deal with betting operator 12Bet, in what has been described as “the most lucrative shirt sponsorship in the club’s history.”

The deal, lasting for two years with an option of a third, will see12Bet’s logo on Wigan’s shirts, while the operator will also be an official betting partner of the club “maintaining a high profile brand presence in and around [Wigan’s home ground] the DW Stadium,” according to a club statement.

In May, 12Bet opted not to renew its sponsorship of Sevilla FC in Spain, although the company insisted this decision was unrelated to doubts over its application for a Spanish egaming licence.

It has been involved in a number of other sport-related tie-ins, sponsoring last year’s UK Snooker Championships and securing betting partnerships with other Premier League clubs such as Newcastle United.

Rory Anderson, 12Bet’s European CEO, said the deal would “Give us great exposure both in the UK and globally, providing the perfect platform to promote our core proposition; in play football betting.”

The football club’s head of marketing, commercial and retail, Neil Ryan, added: “To have secured such a substantial fee from a high profile brand like 12Bet demonstrates clearly where the club is going.”

The operator was the subject of a bid by fellow Asia-focused operator Asian Logic last year, with terms agreed over the acquisition, although the buyout is yet to be formalised.