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Palace signs stadium deal with 12Bet

English Premier League football team Crystal Palace has announced a one-year deal making 12Bet the club’s stadium sponsor and official betting partner.

Palace has described the agreement as a “ground-breaking” deal for the club, with the partnership representing the first time a betting or gaming company has signed a stadium sponsorship deal in the UK.

Precise terms of the contract were not disclosed, but it is reported that 12Bet will not have naming rights to the 26,300-seat Selhurst Park, which has been the South London club’s home since 1924.

Rory Anderson, chief executive of 12Bet, said: “We are delighted to be the first company in our sector to pull off a stadium sponsorship deal in the Premier League. 12Bet are an in-play football betting specialist, so to have a Premier League stadium associated with our brand is a real coup for us.”

Palace kicked off its return to the Premier League season with a 1-0 defeat at home to Tottenham Hotspur on Sunday.