Lagardère brings in W88 for Premier League new boys Wolves
Wolverhampton Wanderers, the English soccer team recently promoted to the top-flight Premier League, today signed up W88, the online gaming firm, as their shirt sponsor in a two-year deal.
The agreement was brokered by Lagardère Sports, the international sports marketing agency, and also gives W88 brand visibility on Wolves’ training kit and on pitch-side advertising boards.
W88 replaces The Money Shop, the short term loans company, which announced last month it would be ending its three-year main shirt sponsorship deal with the team a year early.
The W88 logo will feature on Wolves' new kit manufactured by Adidas, the German sportswear giant. Adidas is replacing German rival Puma in a four-year deal.
Hilly Erlich, business development manager of W88, said: “This partnership is a major step for us in expanding our global footprint and we look forward to working with the club to engage the fans and supporters of Wolves, both in the UK and worldwide.”
Laurie Dalrymple, Wolves' managing director, added: “The commitment they [W88] have shown Wolves even extends to them allowing their logo to be changed to black and grey to complement our old gold, rather than their brand’s usual blue colour, something which we are very grateful for.
“This partnership is certainly the largest in the club’s history, and we are looking forward to working with W88 over the next two seasons.”
Wolves finished top of the second-tier Championship last season, and will play in the Premier League for the first time since 2011-12.
Meanwhile, fellow Midlands-based club Aston Villa have announced 32Red, the online casino company, as their new shirt sponsor in 2018-19, replacing Unibet, which will continue as an official partner, and have its logo on the first team's training kit.
Both betting firms are owned by Kindred Group.
Aston Villa recently missed out on promotion to the Premier League as they lost 1-0 to Fulham in the season-ending Championship play-off final.