English soccer club Newcastle United and LeoVegas Group, the Swedish mobile gaming company, have signed a new agreement extending the club’s commercial partnership with sports betting brand BetMGM.

The extension of the 2023 deal, which now makes BetMGM the club’s official betting partner, is set to involve more fan initiatives.

Also as part of the deal, BetMGM has secured access to create exclusive content and experiences with the club’s first-team players.

In the first year of the deal, BetMGM had brand visibility at Newcastle’s St. James’ Park via the LED boards, big screen, and static advertising spaces.

Last month, Newcastle announced sports retailer JD as its new official sports retail partner through a multi-year deal.

As part of the agreement, JD will stock official adidas Newcastle kits, training wear, and other ranges from the upcoming 2024-25 season onwards.

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Meanwhile, Premier League newcomers Ipswich Town have extended their partnership with Iocal law firm Birketts.

As part of the deal, Birketts will become an elite partner of the club for the next three seasons, while also continuing to sponsor the club’s Portman Road boardroom, and appearing on matchday team sheets.

The 2024-25 Premier League season begins on August 16, with Ipswich and Newcastle playing Liverpool and Southampton respectively in their opening games on August 17.