The company has partnered with what it describes as the “666Bet super six” of Conference South teams Basingstoke Town, Gosport Borough and Weston-super-Mare, Conference North side AFC Fylde, East Thurrock United of the Ryman Isthmian Permier and Evo-Stik Northern Premier League Division One South club Norton United.
All the clubs will feature the 666Bet logo on the front of their shirts for each round the teams remain in the competition, aside from Basingstoke Town and Weston-super-Mare. Those two clubs have both signed deals up to the end of the season, which will see the operator’s branding featured on the back of their shirts and shorts for league games.
The deal coincides with the return of FA Cup coverage on the BBC for UK residents for the first time since 2008.
In the first round on Saturday, Basingstoke will play Conference side Telford; Weston will play League One team Doncaster Rovers; Fylde come up against League Two club Plymouth, while East Thurrock find themselves facing another League Two team, Hartlepool.
Sunday sees Norton United take on fellow non-league side Gateshead FC, and Gosport plays League One side Colchester United.
Barry Martin, chief executive of 666Bet, said that his company was proud to be involved in football across all levels of football.
“We are looking forward to seeing the 666Bet Super Six in action this weekend and hope they can pull off a few shocks in The FA Cup first round,” Martin added.
AFC Fylde has created a limited run of special edition shirts to mark the deal, with commercial manager Dave Riche commenting he was delighted to have the support of 666Bet.
“We hope that by attracting a major betting brand who have partnerships with Premier League clubs that this shows the increase in the profile of AFC Fylde,” Riche explained.
The deal sees 666Bet continue to build its football sponsorship portfolio, having agreed betting partnerships with Premier League sides West Bromwich Albion and Leicester City in July and August respectively. Its logo also appears on the shirt of League One side Leyton Orient as part of a one-year deal agreed between the companies, also in August.