Online gambling operator 666Bet’s first season foray into the world of football sponsorships has landed the company a new batch of deals with six non-league English clubs scheduled to compete in the first round of the FA Cup this weekend.
The clubs, dubbed the 666Bet Super Six, includes three teams from the Conference South (Basingstoke Town, Gosport Borough, and Weston Super Mare), one team from the Conference North (AFC Fylde), one team from the Ryman Isthmian Premier (East Thurrock United), and one team from the Northern Premier League Division One South (Norton United).
As part of the agreement, four of the six teams will prominently display 666Bet logos on the front of their shirts while the other two teams—Basingstoke Town and Weston Super Mare—will have the 666Bet logos displayed on their shorts. The agreements with all six teams will run for as long as they’re alive in the FA Cup competition.
A big part of 666Bet’s sponsorship strategy is to cover a wide base of English football from the top leagues all the way to the non-leagues. It’s one way, as an upstart online gambling operator, to get its name across a wider platform than most companies have done in recent years.
“666Bet is proud to be involved in football across all levels of the beautiful game.” CEO Barry Martin said in a statement. “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.”
The company’s involvement with the “Super Six” follows other football sponsorship deals it has struck since before and during the 2014-2015 English football season. Since the debut in June 2014, the company has already latched into betting partnerships with high-profile Premier League clubs West Bromwich Albion and Leicester City, as well as League One outfit Leyton Orient. 666Bet has also tapped Queens Park Rangers manager Harry Redknapp as brand ambassador.
Outside of its football sponsorship deals, the company also acquired Metro Play, the iGaming division of UK newspaper publisher DMG Media.