Online casino M88 signs AFC Bournemouth shirt deal to boost Asia exposure

  • EPL side AFC Bournemouth announces club record main shirt sponsorship deal with M88
  • The agreement is set to last two years and will see M88’s logo on the first, second and third team’s shirts

Another Premier League season is on the horizon and already clubs are capitalizing on the burgeoning opportunities from casino and betting firms’ eagerness to take advantage of the vast Premier League global commercial exposure.

Asian-facing online casino and betting brand M88 is the new shirt sponsor for Premier League soccer side AFC Bournemouth. The brand is looking to increase its exposure in Asian markets.
Asian-facing online casino and betting brand M88 is the new shirt sponsor for Premier League soccer side AFC Bournemouth. The brand is looking to increase its exposure in Asian markets.

M88, the Asian-facing Mansion Casino brand, is the latest online casino to make the move into the Premier League with a two-year shirt sponsorship deal which has been billed as the ‘biggest deal’ in the UK soccer side’s history.

Never heard of M88?

M88 is an arm of Bournemouth’s former shirt sponsor Mansion Group, and offers multiple slot games as well as live casino games such as blackjack and roulette on their online platform, including mobile.

The M88 brand is looking to further establish itself in its current Asian market, which has become the Premier League’s highest spending region in terms of media rights, with 63 per cent of the Asian population following the Premier League, according to figures from AFC Bournemouth.

The brand is also looking to build a presence in the UK.

Throughout the partnership, M88, will look to establish itself by running fan promotions and live events that engage their customers and help AFC Bournemouth connect with a wider international football audience.

Third party helped broker the deal

The deal came about largely thanks to International sports marketing agency SportQuake, which has been responsible for generating over $221.7 million (£175 million) in revenue through partnerships for some of sports biggest names since 2006.

The actual amount that M88 have agreed to pay Bournemouth is as of yet undisclosed, but is worth more than the $1.65 million (£1.3m) Mansion Group were paying Bournemouth per year up until the end of last season.

Opportunity for both AFC Bournemouth and M88 to capitalise

Bournemouth manager Eddie Howe said: “It is probably one of the biggest changes at the club in recent seasons, and the amount of international exposure that AFC Bournemouth is getting is integral for the growth of the club.

“It is fantastic to bring M88 on board, and we look forward to a fruitful partnership for many years to come.”

OUR VERDICT

It says something about the global pulling power of the Premier League that an Asian-facing brand is prepared to invest millions to bag a shirt deal.

The casino is available to play for many Euro players who want to sample the user experience enjoyed by their Asian cousins.

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