Leicester City Confirm M88 as Official Global Betting Partner

Leicester City were the most unlikely Premier League champions in 2015/16 as they cruised to the title but while the Foxes may never hit those heights again, they remain an established EPL club and are therefore a big attraction in terms of commercial partnerships.

The latest company to tie in with Leicester are M88, the Asian online betting firm who have been installed as the club’s official global betting partner.

Signing Up

None of the terms of this deal have been disclosed so we are unaware of the costs involved and the length of the contract that has been signed. It would naturally come at a premium, due to the exposure that comes with any link with a Premier League side. We are also aware that this is a ‘multi year deal’ although the exact length is unknown at this stage.

Tens of thousands of fans will now see the M88 logo at Leicester City’s King Power Stadium as the operator will benefit from LED advertising displays which will run around the perimeter of the pitch. That advertising will continue via all of the usual digital channels and while this is a big coup for M88, it’s an arrangement that has delighted both parties.

Key Relationships

Commercial Director at Leicester City Jonathan Gregory said:

We are excited to begin this partnership with M88 who already have a strong presence in the sports industry.

We have built a series of key relationships across Asia, and our partnership with M88 only strengthens Leicester City’s already significant connection with the region.

In reply, a spokesperson for M88 added:

We are delighted to add Leicester City to our list of partners through this multi-club deal, as we gain more market share year-on-year.

We are excited to engage with Leicester City’s exciting fan base and cannot wait to bring our loyal customers closer to the club.

Building

Leicester lost one of their key players in the summer of 2018 as influential midfielder Riyad Mahrez finally made the switch to Manchester City. Mahrez was a pivotal figure as the Foxes secured that Premier League title and his loss is an undoubted blow.

The club did, however, manage to hold on to Jamie Vardy and Harry Maguire who were widely tipped to leave Leicester so overall, it was probably a successful window. Moving forward, Maguire in particular will be targeted by some of the top sides after impressing so much for England at the 2018 World Cup in Russia.

In order to pay the wages that will tempt those key players to stay at the King Power Stadium, Leicester City need to harness all the financial revenue that they can in order to keep the Manchester Citys and Liverpools at bay so the new deal with M88 is certainly a welcome one.

It may be a mystery in terms of the length of the contract and the amount of money that has changed hands but it’s clear that this is important news for both parties. After that freak title win in 2016, Leicester City’s aim is to establish themselves as a club that can compete for the European places at the top of the table while M88 will be looking to raise brand awareness in the UK and beyond.

In terms of meeting those goals, this looks to be the perfect arrangement for both sides.