West Bromwich Albion have struck a partnership with sports betting and online casino operator LV BET, including fan engagement and marketing opportunities.

The one-season contract will see LV BET conduct activities such as a weekly competition offering team merchandise and matchday experiences as prizes for Baggies supporters, as part of a ‘fan first’ strategy to maintain engagement with fans throughout the current season.

Additionally, the operator will gain digital and matchday coverage rights throughout the 2021/22 EFL Championship season, working to enhance its branding and marketing in football by building on its existing agreement with the English fifth-tier Vanarama National League.

Simon King, Commercial Director at West Bromwich Albion, commented: “LV BET have demonstrated a history of sponsorship in football to date but have yet to partner with a UK Club. We’re delighted that we were able to showcase Albion as being the perfect candidate to meet this requirement.”

Lastly, LV BET plans to distribute responsible gambling messages via its own communications whilst creating player-focused ‘compelling content’ for fans of the West Midlands club.

Marcin Jablonski, CCO of LV BET, said: “Partnering with a storied club like West Bromwich Albion presents us with a unique opportunity. This is a club with a deep-rooted and highly committed fanbase. 

“We’re genuinely enthused by the prospect of connecting with those fans, maximising our partnership rights and taking our brand presence to new heights in the UK.”

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