Paddys named as Manchester City's first UK betting partner
UK & Ireland deal with Premier League leaders will last until the end of the 2012-13 season.
Paddy Power has signed a deal to become the first ever official UK and Ireland betting partner of English football club Manchester City.
In an agreement running until the end of the 2012-13 season, the Premier League leaders will partner with the Irish bookmaker “across a wide range of commercial activities.”
Paddy Power will create a Manchester City microsite under the terms of the deal, offering exclusive odds to Manchester City supporters, as well as promoting its services through the football club’s own website.
The agreement comes as Paddy Power signed a partnership with Perform-owned football news portal Goal.com.
Manchester City’s chief brand and commercial officer Ian Cafferky said: “We wanted to wait for the right partner with the right principles, especially when it came to how they intended to engage with our biggest asset, our fans”.
Manchester City already has an Asia-only betting partnership with Mansion, making it one of a number of Premier League clubs to team up with egaming operators.
Arsenal’s agreement with Betsson Business Solutions and Wigan Athletic’s shirt sponsorship deal with 12Bet among the most recent examples of such deals.