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188BET, the leading online gaming and entertainment company, today announced it has signed an agreement to become the official betting partner of one of the world’s leading and best known football clubs, Chelsea.

The announcement completes a close season that has seen 188BET comprehensively establish itself within the English football market. In May the company announced it was to become primary sponsors of Bolton Wanderers and Wigan Athletic, the first concurrent dual shirt sponsorship in Premier League history. This was followed last week with the news that it has agreed a further betting partner deal with Aston Villa.

Chelsea and 188BET will use the partnership to undertake a series of co-marketing initiatives, primarily focused on the Asian market, which will utilise the strengths of each company’s global appeal to develop their international ambitions. 188BET is regarded as the world’s leading in-play betting specialist.

The deal, which will run for an initial three year period and will see 188BET receive a range of collateral from the Premier League club. The partnership will also give Chelsea supporters the opportunity to take advantage of a range of special 188BET promotional activity, which is set to be rolled out during the course of the 2009 / 10 season.

Andy Scott, CEO of 188BET, said:
“The announcement of our partnership with Chelsea represents a landmark moment for the company. Having already agreed deals with three established Premier League sides the company has now aligned itself with one of the world’s most famous clubs.

“Chelsea’s reach throughout the World will allow 188BET to fully establish itself throughout the UK and across all key markets. We are delighted to have finalised this deal.”

Peter Kenyon, Chief Executive of Chelsea, said:
“Having just concluded a major extension with Samsung, we are delighted to have finalized another significant deal with a leading brand in 188BET. Chelsea had a number of companies from this sector bidding to be our official betting partner but 188BET were the right choice, both financially and in terms of their ambitions and aspirations globally. They are making an impact in English football and therefore are an excellent partner for the future.”