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The Asian firm online casino 138.com is to be shirt sponsor for Watford FC for three years and replaces Football Manager owned by Sega and Sports Interactive.
The agreement runs until the end of the 2015/16 Championship season.
138.com commercial director Daniel Stracey said: “Watford FC has a bright future and 138.com are happy to be a part of this exciting period in the Hertfordshire-based club’s illustrious history. With our European headquarters in London we were keen to sponsor a local club in particular.
“We feel we have a duty as principal sponsors of Watford FC not to just put our name on the front of a shirt but to integrate with the community and have a presence around the football club. Competitions for fans and exclusive Watford FC web-based content will be a running theme for the duration of the partnership. We look forward to working with a great club for many successful years and feel privileged to be part of the Hornet family. We and can't wait to meet all the loyal fans!”
Watford FC chief executive Scott Duxbury added: “I would like to warmly welcome 138.com into the Watford FC family as the club’s principal partner for the 2013/14 season. To have a global brand again associated with Watford FC is a tribute to the progress the club has made this year. 138.com is an ambitious brand and we are an ambitious football club. We are very pleased to have concluded this exciting partnership and look forward to working together in the future.”