Asian bookmaker Yabo Sport has just become the latest betting brand to sign a partnership deal with English football giant, Manchester United. The multi-year deal, which includes branding across the club’s physical and digital branding, is worth as much as £3 million a year. It also has Yabo replacing Mo Play as the Premier League club’s official gambling partner.
In August of last year, Manchester United announced that they have signed a deal for Mo Play to become their official gambling partner. This recent development, however, seems to show that the Addison Global-owned brand has been replaced by Yabo Sport. Manchester United presented Yabo as their new partner right before their match with Chelsea on Sunday. Yabo’s branding was even visible on United’s website and on the LED board signage during the game.
Yabo Sport currently has a partnership roster that includes European soccer teams Bundesliga club Hertha BSC and LIgue 1’s AS Monaco. They also have an Asian presenting sponsorship deal with Italy’s top-flight Serie A. Additionally, they have existing regional deals with such clubs as Monaco and Hertha Berlin. Their roster is now even stronger, with the addition of Manchester United.
United’s own roster of commercial partners is definitely not something to scoff at. Among those they have signed partnership deals with are Adidas, Aon, Chevrolet, and DHL. Their deal with Adidas is worth £750 million, with the sportswear giant agreeing to make the club’s kit for a period of ten years. The club’s jersey is sponsored by automotive brand Chevrolet in a deal that is said to be worth £500 million.
In this deal they have struck with Manchester United, Yabo Sport branding will be visible not only on LED advertising signs at the Old Trafford Stadium during United’s home matches, but also on the club’s website and all of their social networking pages. The replacement of Mo Play with Yabo Sport as official partner did not come as much of a surprise to those who have been following Manchester United, as there have been other betting operators that have served this role for the club in the past and got replaced for one reason or another.
Among the betting operators that once served as Manchester United’s official gambling partner are Betfair, Marathonbet, and Bwin. It is believed that Manchester United Managing Director Richard Arnold was behind the deal with Yabo Sports and that it is part of the club’s drive to expand their range of sponsorships. Arnold has been very active on the business front, steadily working on the sponsorship expansion in recent years. He was the one who took charge of the company’s commercial revenue in 2008, when they generated about £66 million via partnerships alone.
Of course, partnerships between football clubs and betting operators are nothing new. Even in these times when there is rising concern about gambling companies sponsoring more and more sporting events, 9 of the 20 teams currently belonging to the Premier League have signed partnership deals with gambling companies for their shirt sponsorships, among other things.