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Southampton and Leicester City net betting partners

English Premier League football clubs Southampton and Leicester City have secured betting partners ahead of the 2014-15 season.

UK bookmaker William Hill will serve as Southampton’s official betting partner, while online gaming company 666Bet becomes a platinum partner of Leicester with the designations of official betting partner and exclusive European betting partner.

The length of Southampton’s tie-up with William Hill was not disclosed, while Leicester’s deal with 666Bet is for the forthcoming season. Neither club disclosed financial terms.

666Bet launched in June ahead of this year’s Fifa World Cup in Brazil and it has conducted an extensive advertising campaign ahead of the new Premier League season. The company will benefit from a branding presence at Leicester’s King Power Stadium, promotional access to its first-team squad, access to hospitality facilities and an online presence on City’s official website.

Southampton begins the 2014-15 season under new manager Ronald Koeman having secured an impressive eighth-place finish last term. Leicester will end a 10-year absence from England’s top flight having won the second-tier Championship last season to gain promotion.