Newcastle United sign 138.com as global gaming and betting partner

File photo of SportsDirect Arena

Online gaming brand 138.com has been signed by the Premier League team NewCastle United as there global gaming and betting partner.

The Asian company, part of Isle of Man-registered Xela Holdings Group, will receive advertising exposure across the team’s media channels, including sponsorship of the official club website, and had agreed to the deal in June to become the principle partner and front-of-shirt sponsor of Championship side Watford FC.

“We are delighted to be in partnership with one of the largest and most recognisable football clubs and indeed brands in the world, and look forward to working together with the club and its fantastic fans over the coming seasons,” said 138.com’s chief executive Garth Kimber.

Newcastle United’s head of partnerships Dale Aitchison added: “With the global reach of Premier League football and the Newcastle United brand, we are truly delighted to form a global partnership with one of the fastest growing gaming brands in the world.”

Newcastle’s sponsors include Sportsdirect.com, Wonga, Puma, Viagogo, Thomas Cook, Pulman Volkswagen, Carling and Electronic Arts.