Leicester City will make their return to the Premier League this weekend with 666Bet as their new official betting partner.
The agreement will see 666Bet become the side's Official Betting Partner and exclusive European Betting Partner for the 2014/15 season.
The partnership will give 666Bet significant advertising and branding presence at King Power Stadium on matchdays during the campaign, promotional access to the first team squad, access to hospitality facilities and online presence on lcfc.com.
Speaking on the club's website,Ian Flanagan, Commercial Director for the club said: “Our partnership with 666Bet brings together a new player in the online betting market with a new player in the Barclays Premier League, which we envisage will create a host of exciting opportunities for both parties."
“We are delighted to present our supporters with an Official Betting Partner that will offer both excellent value and a personal service with an interest in their Club.”
Barry Martin, CEO of 666Bet, said: “It’s a very exciting time to be getting involved with Leicester City after their promotion to the Premier League and we’re delighted to have signed this partnership. 666Bet is a young, hungry and ambitious new betting company and we see a number of parallels with ourselves and the Foxes."
“Leicester City fans are hugely passionate and we will be providing lots of special bets and offers on the Foxes' games throughout the season. We are also very excited about the Club’s connections in the Far East as this is going to be a key target market for us in the future."
666Bet only launched in June, ahead of this year’s Fifa World Cup in Brazil, but it has conducted an extensive advertising campaign ahead of the new Premier League season and garnered a lot of publicity for offering odds of 1966/1 that England would win the World Cup.