English Championship football club Birmingham City has agreed a deal for bookmaker BoyleSports to become its new principal partner.
The partnership runs until the end of the 2020-21 season and Birmingham said the agreement marks the club’s biggest sponsorship deal in more than a decade.
BoyleSports’ logo will feature on the front of the men’s team’s playing kit and replica shirts as part of the deal.
BoyleSports will also use the partnership to ingrain its brand into the greater Birmingham community and create a long-lasting relationship with locals.
Birmingham debuted its new BoyleSports-branded shirt for the 2019-20 season with a Peaky Blinders-inspired kit launch.
The Netflix Original series is set in Birmingham and is set to return for its fifth series this year.