August 13 – Premier League Leicester City has signed Asian betting operator as the club’s new Official Betting Partner. 

The flagship brand of Global Gaming, will have its branding across Leicester’s matchday LED boards, as well as the club’s interview backdrops seeks to both boost its European market presence as well as take advantage of the Premier League’s global television footprint.

Harj Hir, head of partnerships at Leicester City, added: “We are continuing to build our international profile and this partnership is an exciting one for the Football Club.

“It will help to strengthen our global reputation, particularly in Asia where we have a strong presence and significant status in the region.”

No term or value was given for the deal.

Betting sponsors now hold ten shirt sponsorships in the Premier League worth a combined £69 million. Despite the concerns surrounding the ownership and operations of 1xBet which has new partnerships this season with FC Barcelona, Liverpool and Chelsea, bookmakers have not shown any sign of cooling down in the club sponsorship marketplace.

Jamie Dillon, spokesperson for, said: “As one of the leading online gaming brands in Asia, are proud to announce our partnership with the Foxes and bring our brand to the UK market. We see this partnership with the former Premier League champions as the perfect platform to provide the brand with important and valuable exposure.”

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Paul Nicholson