Bookmaker Paddy Power has signed deals to become the official online betting partner of Premiership football teams Arsenal and Liverpool.
The Arsenal deal is for three years and the Liverpool agreement is for two. The combined value of the exclusive deals is believed to be worth up to £1m.
The bookmaker will have a branded presence on the clubs’ own websites, and supporters can follow a link to a specially designed club betting page. Paddy Power is offering free bets and other incentives to fans, including unique club betting markets and customised poker products.
Barni Evans, director of marketing at the Irish bookmaker, says the deal goes further than simply providing branded Web pages. He adds that Paddy Power will offer supporters “novelty bets” unique to the clubs.
The bookie already has similar deals in place with Premiership clubs Aston Villa and Charlton. In May Paddy Power became the official betting partner of Big Brother in a deal that involved the reality show being shown in all its outlets (MW May 26, 2005).