David Williams | 03 Jul 2017
After a 9-year partnership with insurance company Aviva, Norwich City football club has a new main sponsor. The club named mobile sports betting and casino operator LeoVegas its principal partner for the next 3 seasons.
The Norwich City partnership is the most recent one under the belt of the mobile bookmaker. Earlier this year, LeoVegas entered sponsorship deals with Brentford football club and the Leicester Tigers Rugby Union team.
The partnership with Norwich City will see the mobile bookmaker and casino’s branding appear on the club’s shirts as well as at its Carrow Road home ground.
LeoVegas UK head John Sinclair said the bookmaker was overjoyed to work with the football club, and added that the new sponsorship marked the beginning of a new era for all involved. Sinclair also said that this most recent sponsorship confirmed the bookmaker’s presence in the nation’s sport.
Norwich City managing director Steve Stone echoed Sinclair’s words. He said he was delighted with the partnership, which he saw as an important commitment to the club, which had a commercially good summer.
LeoVegas was founded by Gustaf Hagman and Robin Ramm-Ericson in 2011. The two wanted nothing less than to establish the ultimate mobile bookmaker and casino.
The bookmaker, which is headquartered in Stockholm, Sweden, but based in Malta, adopted a smartphone-centric approach from the very beginning. The strategy has seen the company grow rapidly over the past six years.
The mobile bookmaker announced a €37m annual revenue in 2014. One year later, it had grown by 124 percent to €83m. The same time period saw its number of depositing punters swell from 100 745 to 202 298.
LeoVegas made its first stock market offering in March 2016. Baker McKenzie was named legal advisor, and Avanza Bank AB was named certified advisor. SEB and Carnegie Investment Bank were named financial advisors.
The bookmaker actually began operations by offering mobile casino games. It was only in May 2016 that it launched LeoVegas Sport.
Licensed in Malta and in the UK, LeoVegas uses Kambi software for its mobile sports betting operations. Its mobile casino operations are powered by Microgaming, NetEnt, Yggdrasil, Playtech, Play’n GO, Evolution Gaming, and others.
However, despite the bookmaker’s growing presence among punters and in UK sport, its core markets remain Finland, Norway, and Sweden. Its UK sports sponsorships are set to increase brand awareness among sports fans and punters, so it may be only a matter of time before the country is added to its list of core markets.