British Masters golf signs up betting and currency sponsors

This month’s Sky Sports British Masters golf tournament has signed two Official Sponsors – betting company Ladbrokes and the digital currency firm LIFElabs.

Under the Ladbrokes deal, Ladbrokes-branded betting booths and an exhibition unit will be located in the spectator village with special offers available to those placing bets.

LIFElabs, which aims to make the benefits of digital currencies available to the general public, is the first digital currency to sponsor the British Masters.

The tournament, which takes place at the Walton Heath Golf Club, will be hosted by world number two and 2013 US Open Champion Justin Rose.

Last year, the tournament saw a 13 per cent rise in attendance from 2017 and generated 22 million social media impressions.

The tournament is title sponsored by the pay-TV sports channel Sky Sports and has an Official Partner tier comprising of Bridgestone, Dubai Duty Free, Hero and Tata Communications.

The Official Sponsors are: adidas, Ladbrokes, LIFELabs and TaylorMade.

The Official Suppliers are: AJP Solutions, Canon, Harrogate Spring Water, Lexus, Maui Jim and Titleist.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.