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Premier League newcomers Crystal Palace signed a new sponsorship deal with 12Bet.
The one-year agreement sees the company become the club’s new stadium sponsor and official betting partner.
While financial terms remained undisclosed, the deal marks the first time a betting or gaming company has signed a stadium sponsorship deal in the UK.
Reports last week had suggested the deal would include Crystal Palace’s Selhurst Park home being renamed by 12Bet, which led many fans to speak out against the idea.
Prominent 12Bet branding could be seen around Selhurst Park, including on a large banner displayed above the Arthur Wait Stand, Selhurst Park’s largest enclosure.
Crystal Palace chairman Steve Parish said: “As the club returns to the Premier League, there is great excitement at what can be achieved on and off the pitch and on behalf of our owners I have great pleasure in welcoming our first ever stadium sponsor to our corporate family.”
Rory Anderson, the chief executive of 12Bet, added: “We are delighted to be the first company in our sector to pull off a stadium sponsorship deal in the Premier League.
“12Bet are an in-play football betting specialist, so to have a Premier League stadium associated with our brand is a real coup for us. Crystal Palace is a great club with a fantastic history and I am very much looking forward to sampling the atmosphere at Selhurst Park.”
