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LeoVegas Group has signed a new sponsorship agreement with British football club Blackpool FC, making LeoVegas the principal partner and new front-of-shirt sponsor.

This sponsorship agreement is the latest in a series of deals with football clubs across Europe, through which LeoVegas aims to enhance its presence in the sports betting vertical.

As part of the deal, the LeoVegas logo will feature on the front of all 2023/24 first-team adult shirts.

Additionally, the LeoVegas brand will be displayed across in-stadia assets such as pitch-side LED screens and static boards at the Bloomfield Road Stadium. 

Sam Behar, LeoVegas director of UK and sponsorship, commented: “Partnering with a club like Blackpool that has such a long-standing history in the game presents a fantastic opportunity for LeoVegas Group to promote the greatest igaming experience across the United Kingdom.

“The club and the group share common values and a desire to grow, and we can’t wait for the season to get underway.”

Blackpool COO Jonty Castle added: “To be associated with LeoVegas – a globally recognised brand – on the front of all first-team and replica adult shirts is an exciting opportunity for the club, and provides the potential for greater international exposure.“

Sports betting focus

LeoVegas Group is actively working to increase brand visibility and strengthen its presence in the sports betting market.

This includes a focus on its brands, such as LeoVegas, BetUK, and the recent launch of Expekt in Denmark, as part of the company’s ongoing international expansion strategy.

Moreover, in the past year, the group has entered into strategic partnerships with top European football clubs, including Inter Milan and Manchester City to increase visibility and brand awareness in connection to sports.