Manchester United have agreed a deal with online betting firm bwin that will see the two partner one another for three years.
The Gibraltar-based business will run gambling kiosks and advertise from the Premier League runners-up Old Trafford home after the club announced their partnership today – with the bookmakers also being integrated into the United’s official website.
And bwin, who also sponsor La Liga juggernauts Real Madrid, claim the deal will allow the company to build upon United’s international fanbase to deliver unique online entertainment experiences.
“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,” said Norbert Teufelberger, Co-CEO of bwin’s parent company bwin.party.
“As Europe’s leading online sports betting operator, football is fundamental to our long-term success, making up approximately half of our total sports betting revenue of £204million in 2011.
“As well as supporting our real money gaming business, the agreement 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.”
The deal is announced after United revealed an unprecedented £200million shirt sponsorship with Chevrolet and the club’s launch on the New York stock exchange – which hoped to raise £191million.
Manchester United’s Commercial Director, Richard Arnold, said: “Bwin has an established and reputable 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.”