SBO Bet, West Ham in Shirt-Sponsorship Deal

The football club West Ham United has done a shirt-sponsorship deal with Sports Bookie Online, a dual-licensed bookmaker popular in Singapore.

The deal, financial details of which were not disclosed, sees the company's moniker, SBO Bet, emblazoned on West Ham's jerseys. The new home kit is to debut on Monday night in West Ham's match against Tottenham Hotspur.

The London Times reported last month that the deal, which is good through the 2009-10 season, could be worth approximately £1.9 million.

The Guardian reports that the Hammers have been without an official sponsor since XL Leisure Group, a tour-operating company and the side's previous sponsor, went into administration in September.

William D. Mummery, executive director of SBO Bet, said his company was "delighted" with the deal. It comes at an opportune time -- SBO Bet, on licensure from the Isle of Man acquired last August, is looking to build brand power as it launches into the United Kingdom and Europe.

SBO Bet, also licensed in the Philippines' Cagayan Special Economic Zone and Freeport, is not the only Asia-facing sports book to turn attention toward the United Kingdom.

Caspo Interactive Ltd., which holds dual licensure in the Philippines and on the Isle of Man, has advertised its 188Bet portal in Premiership stadia.

Bwin Interactive Entertainment A.G., the Austrian bookmaker, recently added the German side Bayern Munich to its stable of high-profile partners like Real Madrid and AC Milan.

Due to time-zone disparities, Mr. Mummery has agreed to speak with IGamingNews tomorrow.