The Potters have revealed that their home ground will be known as the “bet365 Stadium” from the upcoming season.
The top-flight team, under the ownership of the Coates family, has secured a six-year agreement with the gambling firm, also belonging to the Coates family. This partnership will remain in effect until the conclusion of the 2021-22 season. Additionally, bet365 will maintain its position as the club’s jersey sponsor for a minimum of three more seasons.
Stoke City’s Managing Director, Tony Scholes, highlighted the financial significance of this arrangement for the club: “The top tier of English football is perpetually evolving, and to guarantee that Stoke City stays as competitive as possible, it’s crucial to investigate every avenue for revenue generation.”
He acknowledged the transition from the “Britannia” name: “It’s widely known that the Britannia brand is no longer in existence, and it was imperative to find a new stadium naming rights collaborator.”
Scholes conveyed his enthusiasm for joining forces with a globally recognized brand like bet365: “The English Premier League boasts a worldwide viewership, and bet365 is a genuinely international enterprise. We are thrilled to have established a stadium naming rights agreement with them for an initial six-year timeframe, alongside the prolongation of their shirt sponsorship contract.”
He concluded by expressing gratitude to the former sponsors: “bet365 steps in for Britannia, and I want to seize this moment to express our appreciation to Britannia and the Co-operative Bank for their exceptional support throughout the preceding 19 years.”
“The collaboration with Stoke City has undoubtedly elevated bet365’s international recognition,” remarked John Coates, bet365 Co-Chief Executive Officer and Stoke City Deputy Chairman. “Enhancing our visibility within the athletic realm is a primary objective, and securing this stadium title sponsorship seemed like a logical progression, particularly considering Stoke-on-Trent is our company’s base.”
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