|One of the newest entrants to the UK sports betting market, JAXX, has signed a two-year shirt sponsorship deal with high-flying Motherwell Football Club, also making it the official betting partner of the Scottish Premier League team.|
The deal, valued at up to £200,000 per season with revenue share, will see the JAXX brand appear on Motherwell’s distinctive Claret and Amber strip from the beginning of the 2008-09 season, replacing Anglian Home Improvements, which has built significant market share in Scotland on the back of its association with the club.
“Since we launched in the UK in 2007, we have worked to expand our network of football affiliations, signing betting partnership deals with West Ham and Newcastle United, but I was particularly keen to secure a presence in Scotland,” says Mark Irvine, Managing Director of JAXX (UK) Ltd, who was born in Aberdeen. “The Motherwell deal is a significant step in our brand development north of the border and we’ll be working very closely with the club to make the partnership a success.”
In addition to the shirt sponsorship and advertising presence within Fir Park, a co-branded JAXX / Motherwell FC website will be established in time for the new season, including a range of betting propositions tailored specifically for the club’s fans, 5,000 of who regularly attend home games.
Ian Stillie, Chief Executive of Motherwell FC, said: “The shirt sponsorship deal is the most important partnership for any club due to the strong association between the two brands. We were very impressed by the freshness and vitality of the JAXX brand and its sports betting offering, as well as the company’s proven dedication to partnerships in football.
“The fans are paramount to the application of the Motherwell brand and we felt the commitment to consistently high quality offered by JAXX fitted well with our own values. The dedicated club betting page will also be a welcome addition to our online offering and we’re looking forward to a successful long-term partnership.”
JAXX UK is operated by a dedicated UK-based team, including traders, marketers and affiliate managers. The new shirt deal was facilitated by Fuse Sport, an agency specialising in the development of sports-related sponsorship packages for major brands.