With Premier League kickoff inching closer, yet another EPL side has announced a new partnership with a betting company.
Leicester City, who recently found themselves promoted back to the Premier League after winning the Championship last season, has announced a multi-year partnership with BC.GAME, an online cryptocurrency-based gaming platform.
The partnership, which has been labelled as one of the most valuable in Leicester City’s history according to a release, will see the crypto-gaming brand feature as The Foxes primary shirt sponsor, replacing King Power’s spot during the 2023-24 season.
“We welcome BC.GAME to Leicester City – an opportunity to work with an innovative partner in a new category for the Club,” Leicester City chief executive Susan Whelan said via the release. “As a leading global operator in a rapidly evolving environment, BC.GAME already have a history of successful relationships in sport and we look forward to the development of a mutually beneficial partnership.”
The new home kit is set to be released Saturday, while King Power will become Leicester City’s new training wear partner.
It also remains to be seen as to whether BC.GAME will have a presence with the club’s women’s side, as the club is set to announce their principal partner later this month ahead of the Women’s Super League season this upcoming fall.
“We are excited to join forces with Leicester City, a club with a rich history, a passionate fanbase and authentic global appeal,” BC.GAME director of marketing Rayne Davis shared. “This partnership represents a unique opportunity to introduce a new brand of exciting, safe and responsible online gaming to new audiences, and we look forward to a successful collaboration.”
Founded in 2017, BC.GAME has “grown rapidly due to the rising popularity of cryptocurrencies and the increasing interest in block-chain based applications,” the release noted. The partnership will also see the incorporation of dedicated messaging promoting responsible gaming.
“The ability to attract high-value partners upon our return to the Premier League is vital to our determination to re-establish Leicester City among the game’s elite, to continue to invest in a competitive squad and to ensure the best possible experience for our supporters,” Whelan added.
Betting companies increasingly involved with Premier League
Leicester City is set to kick off their return to the Premiership next month, as their season kicks off against Tottenham Hotspur, themselves the recent benefactors of a new partnership with a betting company in BetMGM. In total, four clubs — Leicester City, Tottenham, Newcastle United, and the Wolverhampton Wanderers — have announced partnerships with betting companies in the past two weeks.
Beyond the EPL, Inter Milan has also made Serie A one of the latest leagues to find partnerships with betting companies, as a deal between Inter and Swedish betting organization Betsson was announced earlier this month as well.
