Celton Manx has struck a multi-year partnership with newly promoted Leeds United after confirming that its sports betting brand SBOTOP will feature on the front of the club’s shirts.

The sponsorship agreement has been regarded as the largest commercial deal in the club’s history, with SBTOP also appearing as a sponsor on the club’s official training kit. Moreover, the brand will gain a strong presence on the digital perimeter ‘Info Panels’ and during media interviews.

Leeds United executive director Paul Bell commented: “Today’s announcement with SBOTOP represents a landmark day for Leeds United’s commercial strategy as we attract new global brands to our official partners programme.

“We have been in discussions with Bill Mummery and his team at SBOTOP/Celton Manx for some time, looking at various ways to work together and I’ve been very impressed by their experience and the proactive way in which they have looked to engage with the club. 

“Now that we have returned to the Premier League, we are in a position to work with SBOTOP on a truly global platform as we both look to achieve our goals.”

In addition, SBOTOP will become the club’s new principal sponsor throughout the duration of the deal. The partnership will see SBOTOP become the first front of shirt sponsor for Leeds’ new Adidas kit, after the two entities agreed a ‘record breaking’ five-year deal last month.

Celton Manx/SBOTOP executive director Bill Mummery added: “We are thrilled to enter into a relationship with Leeds United, a club with a rich heritage and an enormous fan base. We have experience of working in the Premier League and this strategic partnership allows us to work closely with the club as they enter into this next phase of their history, back in the top flight. 

“This agreement comes at a pivotal point in the development of our business in the Isle of Man. We are in the process of creating some 26 new local jobs to serve our expanding global online gaming product and are also significantly growing our risk trading capability at our Braddan headquarters.”

The partnership follows Leeds United confirming its new training kit sponsor, Clipper Logistics, after agreeing a new two-year deal with the Premier League side. As a result, the Clipper logo will be present on the front of Leeds’ training kit.