Manchester United and Bwin.Party have agreed on a three year sponsorship deal that will give the betting giant more exposure throughout the world. As part of the deal Bwin will be allowed to integrate into United's website, take advantage of match day perimeter board signage, Bwin branded kiosks, the ability to create co-branded social gaming products, and access to United's players for marketing campaigns.
Commenting on the deal, Manchester United Commercial Director Richard Arnold said: “Bwin has an established reputation in online gaming in Europe and Manchester United is pleased to be bringing that model to not only the 75,000 football fans who visit Old Trafford each week, but also our huge global audience."
“Like Manchester United, Bwin is a leader in its market. It offers an enhanced betting experience with engaging content, utilising the latest technologies and bringing something new to the UK market. This, along with the company’s knowledge of football, is why we chose to align ourselves with Bwin and we are looking forward to a successful partnership.”
Bwin.Party Co-CEO Norbert Tuefelberger also commented, saying: “Manchester United is one of the biggest names in world sport with a global fan base running into hundreds of millions. We share a passion for football that has always been at the heart of our long term brand development strategy."
"Football is fundamental to our long-term success, making up approximately half of our total sports betting revenue of €261 million in 2011.'
“The agreement also complements our recent move into social gaming. Manchester United has 569 million followers outside of Europe, providing us with a great opportunity to offer jointly designed and innovative products in countries that do not yet allow real money online sports betting.”
Fellow UK club Everton also annoucned that it has signed Paddy Power to be its online betting partner across both the UK and Ireland. The deal is worth two years and will see Paddy Power offering its betting products on the Everton website.
Speaking about the deal, Everton FC Commercial Director Dave Biggar said: “Paddy Power has a fantastic track record in football and we look forward to being part of their portfolio.”