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gambling firm, 666 Bet are to sponsor Leicester football club.

The English Premier League football teams, Southampton and Leicester City have both this week signed up with betting companies as new commercial partners.

Southampton is to be sponsored by William Hill. The team finished eighth in last season’s premier league. It has not been announced how long the deal is scheduled to last for.

Leicester was promoted from the Championship last season after winning that league. The club has agreed a ‘platinum’ level partnership with the online betting company, 666Bet, which covers the upcoming 2014-15 season.

As part of the agreement, 666Bet has become the club’s official betting partner and exclusive European betting partner.

As Two Little Fleas previously reported, Premier League club West Bromwich Albion already has a partnership with 666Bet, which launched in June.

Leicester’s commercial director, Ian Flanagan, said: “Our partnership with 666Bet brings together a new player in the online betting market with a new player in the Premier League, which we envisage will create a host of exciting opportunities for both parties.”

Barry Martin, chief executive officer of 666Bet, added: “666Bet is a young, hungry and ambitious new betting company and we see a number of parallels with ourselves and the club.

“We are also very excited about the club’s connections in the Far East as this is going to be a key target market for us in the future.”

666Bet was launched in June this year, ahead of this year’s Fifa World Cup in Brazil. It has conducted an extensive advertising campaign ahead of the new Premier League season and garnered a lot of publicity for offering odds of 1966/1 that England would win the World Cup.

Southampton chief executive officer Gareth Rogers said: “We are constantly looking to partner with businesses at the forefront of their industry and William Hill has long established itself as not only Britain’s biggest bookmaker but one of world’s leading gaming companies.”

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