Huddersfield Town has announced an extension of its partnership with SportsBroker, with the agreement set to continue until the end of the 2024/25 season.

Under the terms of the three-year renewal, the SportsBroker logo will continue to be displayed across the back of the Championship club players’ shirts, situated at the top of the jerseys as opposed to the rear, where it was located since the commencement of the partnership in February 2021.

Huddersfield Town Commercial Director, Ian Birtley, said: “I’d like to personally place on record my thanks to SportsBroker for not only extending their partnership with us for three more seasons but the tremendous support they have given to the club thus far.

“We are building a really strong understanding of the SportsBroker business and when James explained to me the plans for the business we were very keen to align with them on their journey and feel we can play a key part in their growth strategy.”

Customers win money from ‘players who have backed the opposite team’, with SportsBroker earning commission from each win. The start-up states that its goal is to provide ‘an interactive experience with live football’.

As well as the on-shirt logos, SportsBorker will also sponsor the HTTV Preview Show and Extra Time – which will be extended to include sponsorship of all match highlights. The firm will also gain ‘a regular presence’ across LED boards at the John Smith’s stadium. 

“It’s a privilege to extend our partnership with Huddersfield Town,” commented SportsBroker CEO and Founder James du Lieu. “We have already had two wonderful years supporting the club and as we are both organisations driven to entertain it is a perfect synergy for our respective brands to extend the partnership for another three years.”

Described by the second division club as a ‘digital gaming platform’ and on the firm’s website as a ‘peer-to-peer gaming platform’ – SportsBroker allows players to buy ‘virtual shares’ in football teams which rise and fall depending on on-pitch performance.

This is in contrast to Football Index – the operating arm of BetIndex – which functioned as a platform where players could trade ‘shares’, although in this case players invested in footballers instead of teams. 

Du Lieu continued: “This is a huge part of our growth plans and we will be planning more fan engagement projects with the club and look forward to developing our partnership further.”

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