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West Brom brings in TLCBet as shirt sponsor

English Premier League football club West Bromwich Albion has secured Asian betting company TLCBet as its principal partner.

Under the agreement, TLCBet will be West Brom’s main shirt sponsor for the 2015-16 season. Terms were not disclosed but West Brom has claimed “a club record sponsorship deal”.

TLCBet previously partnered West Brom in an agreement covering its home region for the 2013-14 campaign. The new deal is the company’s first shirt sponsorship contract.

Adrian Wright, West Bromwich Albion’s sales and marketing director, said: “Our quest to secure the right partner to align with the club’s aspirations for global brand recognition was very important; it was clear from the outset of our talks that TLCBet’s experience and reach in Asia will assist the club in being able to deliver these objectives.”