The agreement will allow i8.Bet to make its branding visible across Everton’s Goodison Park stadium on matchdays as well as on the club’s online platforms in Asia. i8 will also have access to imagery of the Everton squad for commercial use.
The club said the partnership falls in line with Everton’s international growth strategy, allowing the club to extend its reach into commercial markets in Asia.
Darren Wang, chief marketing officer at i8.BET, said “In line with our global tagline of ‘Choose the Best’, we are excited to exclusively partner with such an iconic Premier League team as Everton Football Club, a partnership that will see us working with the club on a number of exciting and innovative initiatives and promotions in key brand territories in support of our ongoing brand expansion and trust building efforts.”
Everton put an early end to its shirt sponsorship deal with SportPesa back in 2020, “following a comprehensive review by the club of its commercial strategy in line with its vision and future growth plans”.
The deal comes amid external pressure on the future of gambling advertising in football.
Gambling harm charity Gambling With Lives launched the Big Step Campaign, designed to eradicate gambling advertising and sponsorship from football – a campaign supported by the likes of football league clubs Forest Green Rovers and Swansea City.
Third tier side Bolton Wanderers also pledged to refrain from entering sponsorship agreements with gambling companies in addition to ending on-site betting provision at its stadium.
Gambling With Lives also launched anti-gambling ad lobby Football Supporters Against Gambling Ads earlier this month.