EPL giants agree new betting partnerships

Leicester City and Chelsea, the winners of the two most recent seasons of the English Premier League, have agreed new partnerships with betting operators ahead of the new football season.

Amaya-owned BetStars has become the official betting partner of reigning champion Leicester City, while Chelsea and William Hill have agreed a three-year deal.

Under the terms of the one-year agreement with Leicester, BetStars will benefit from LED advertising and fixed branding at the King Power Stadium. It will also be able to use Leicester’s club crest and player imagery in marketing and promotions and will offer fans exclusive odds and promotions on the team’s matches throughout the season.

“Leicester City changed the game in terms of who can win the Premier League and how it can be won – in the same way that BetStars is striving to be a game-changer,” said Eric Hollreiser, Amaya vice-president of corporate communications.

William Hill, as Chelsea’s official betting partner, said it will offer its services through the club’s website and smartphone apps, as well as host the match-day betting service at Stamford Bridge.

William Hill will also have presence across Chelsea’s range of digital assets and on the pitch-side advertising at Stamford Bridge.

Chelsea managing director Christian Purslow said: “We are very happy to be working alongside William Hill for the next three years. They are one of the most recognised and trusted brands in the betting industry and it’s great to have another blue chip company on our list of partners.”

Related article: William Hill expands Premier League portfolio with Tottenham