The global online gambling group Sportingbet has announced that it has signed a three year partnership with Leeds United FC to commence at the start of the coming 2010/11 nPower Championship season.
The deal sees Sportingbet expand its existing sponsorship portfolio that already includes properties within football, cricket and rugby in the UK.
The partnership will provide Sportingbet with extensive match day branding at the legendary Elland Road ground, take ownership of all match day betting and become betting and gaming partner of local sports broadcaster, Yorkshire Radio.
Sportingbet will use its partnership with Leeds United and the assets it provides including hospitality and match tickets to engage with the club's established fan base and build the brand within the region.
This latest gaming partnership with Leeds United follows Sportingbet's successful shirt sponsorship with Wolverhampton Wanderers that saw a significant increase in traffic, registrations and players to its website.
Sportingbet will also be delivering additional benefits to Leeds United fans through new initiatives such as the Leeds Accumulator game, a unique betting service that will allow supporters to go head-to-head with former club captain Dominic Matteo and bet on their team for free.
Andy McIver, Sportingbet CEO, commented: "Leeds United fans are up there as some of the most dedicated supporters in the country and we're excited to be joining them at the start of this new season in the Championship. We're busy working with the team at Leeds United ahead of the season opener to create new offerings that will benefit the fans and demonstrate our support and passion for the club both on a match day at Elland Road and in the wider community."
Shaun Harvey, CEO of Leeds United said: "We are delighted to announce the new betting partner agreement with one of the largest International online bookmakers. Sportingbet is a fully established brand within Europe and the rest of the world and it's important that the club continues to develop partnerships with strong, internationally recognised brands.
"The new three-year deal will see Sportingbet operating both online and in stadia betting operations at the club. We have been impressed by Sportingbet's attitude and approach to the club and we are sure that the fans will enjoy betting with Sportingbet during the season."
Former Leeds United skipper Dominic Matteo will be Sportingbet's ambassador for the partnership with the club.