Online betting and gaming company Betsafe has signed a deal to become the principal sponsor of Star Sixes, a new competition designed to showcase football legends.
The event, which is being run in partnership with the Pitch International agency and sports management agency Football Champions Tour, will take place at The O2 in London from July 13-16.
Betsafe will benefit from branding rights across the venue, as well as digital rights across the Star Sixes website. It will receive online branding, banner inventory and a betting tab that will link back to the Betsafe website.
The company will be able to publish official Star Sixes content and use footage and stills to promote its association with the tournament, and will hold an exclusive right to transmit a live broadcast feed of the six-a-side action.
The tournament will be contested by former international players from England, Spain, Mexico, Scotland, Brazil, Italy, Nigeria, China, Germany, France, Portugal and Denmark.
Star Sixes will showcase football legends such as Steven Gerrard (pictured), Roberto Carlos, Michael Ballack, Carles Puyol, Robert Pires, Deco and Jay-Jay Okocha.
The competition will feature a group phase followed by knockout stages and a final.