10/7/09 – The failure last month of the sponsorship deal between Cardiff City FC and the Philippines-based 777Ball.com  has not left the football club bereft of sponsorship for long.  SBOBet.com, an Isle of Man licensed online sportsbook filled the gap this week.
 
777Ball.com's UK sponsorship ambitions were temporarily dashed when the UK Gambling Commission pointed out that the Asian-facing online sportsbook operator did not have a license to advertise its services in the European Economic Area.
 
SBOBet's two year deal with Cardiff is it's second; the company is already the main shirt sponsor for Premier League team West Ham United.
 
Bill Mummery, Executive Director for SBOBet.com, said: “We are extremely pleased to join with Cardiff City football club as principal sponsor.
 
“This is a logical development for us since our core strength lies in football where we offer value, depth of content and exceptional service to a global audience.
 
“I am confident that the experience we have already gained in football sponsorship will help in developing our strategic relationship with Cardiff City football club and we very much look forward to working with the club, its fans and its community.”
 
Peter Ridsdale, Chairman and Chief Executive Officer for Cardiff City remarked: “In these challenging times, it is very pleasing that the club has secured a sponsorship contract with such a significant partner as SBOBet.com.
 
“We look forward to working with SBOBet.com, which is making a most meaningful contribution to enabling Cardiff City to realise its considerable potential. Our new relationship with SBOBet.com also underlines the fact that Cardiff City, which has grown massively as a club in recent years, is in a position to attract major sponsors.”