- Leicester City announce multi-year partnership with BETY as Principal Partner of its Men’s First Team
- The online gaming platform will be the front-of-shirt sponsor for the Men’s First Team from the 2024/25 season
- New 2024/25 adidas home shirts will be available in-store or online from 6 July
Leicester City Football Club has agreed a multi-year principal partnership with leading online gaming platform BETY.
The new partnership – one of the most valuable in Leicester City’s history – will see BETY’s branding appear on the shirt-fronts of Leicester City’s Men’s First Team and adult replica shirts from the 2024/25 season.
The Club’s 2024/25 men’s home shirt by adidas will be launched at 0900 BST on Saturday 6 July.
Long-term partner King Power will retain a strong presence among our teams as Leicester City’s new Training Wear Partner.
The launch of the 2024/25 LCFC Women home shirt – and announcement of the team’s Principal Partner – will take place on Saturday 20 July, ahead of the start of the Barclays Women’s Super League season in September.
A community-based, online cryptocurrency gaming platform, BETY has an established presence in football through its partnership with the Argentine Football Association, while the company has also invested progressively in the developing E-Sports market. A socially responsible platform, BETY seeks to provide an enjoyable and safe gaming experience, taking measures to protect its players from any harms of gambling, including online tools to help players stay in control, identify problem gambling and seek help.
Bety Game was founded in 2017 and has grown rapidly due to the rising popularity of cryptocurrencies and the increasing interest in blockchain-based applications. Supporting a wide range of cryptocurrencies, including Bitcoin (BTC), Ethereum (ETH), its platforms use the benefits of blockchain technology to provide crypto enthusiasts with a transparent, fair and secure gaming environment, where outcomes can be independently verified through the integrity of the blockchain.
Its partnership with Leicester City will see BETY incorporating dedicated messaging within its partner inventory to promote responsible gambling.
Leicester City Chief Executive Susan Whelan said: “We welcome BETY to Leicester City – an opportunity to work with an innovative partner in a new category for the Club. As a leading global operator in a rapidly evolving environment, BETY already have a history of successful relationships in sport and we look forward to the development of a mutually beneficial partnership.
“The ability to attract high-value partners upon our return to the Premier League is vital to our determination to re-establish Leicester City among the game’s elite, to continue to invest in a competitive squad and to ensure the best possible experience for our supporters.”
Rayne Davis, Director of Marketing and Affiliates for BETY, said: “We are excited to join forces with Leicester City, a club with a rich history, a passionate fanbase and authentic global appeal. This partnership represents a unique opportunity to introduce a new brand of exciting, safe and responsible online gaming to new audiences, and we look forward to a successful collaboration.”
The 2024/25 Leicester City men’s home shirt – the first to feature the new BETY branding – will be launched online and in the Foxes Fanstore at King Power Stadium at 0900 BST on Saturday 6 July.
Leicester City return to the Premier League for the 2024/25 season, having won promotion as winners of the EFL Championship at the first attempt last term. The Foxes begin the new top-flight season with a home game against Tottenham Hotspur on Monday 19 August.
