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Wolves sign record sponsor deal for Premier League return

Newly-promoted English Premier League football club Wolverhampton Wanderers has agreed a shirt sponsorship deal with online gaming company W88.

The two-year deal covers the 2018-19 and 2019-20 seasons. W88 will benefit from front-of-shirt brand exposure as part of the agreement.

The company will also be prominent on Wolves’ training wear and work with the club on a host of activations.

Financial terms of the deal were not disclosed but Wolves said the agreement is the largest of its kind in the club’s history. The partnership was brokered by the Lagardère Sports agency.

Wolves managing director Laurie Dalrymple said: “The commitment they have shown Wolves even extends to them allowing their logo to be changed to black and grey to complement our old gold, rather than their brand’s usual blue colour, something which we are very grateful for.”

Hilly Ehrlich, business development manager of W88, added: “This partnership is a major step for us in expanding our global footprint and we look forward to working with the club to engage the fans and supporters of Wolves, both in the UK and worldwide.”

Wolves said W88’s logo will not appear on club products designed for supporters under the age of 18. The club will announce a dedicated junior kit sponsor in due course.

Wolves last month named German sportswear manufacturer Adidas as its new kit supplier under a four-year deal that will cover the 2018-19 to 2021-22 seasons. Adidas will replace rival German company Puma in the role.

The club also confirmed that its shirt sponsorship deal with financial services company The Money Shop had been “mutually concluded” a season early. The Money Shop agreement had proved a contentious one among the club’s fan base.

Wolves secured promotion to the Premier League by finishing last season as winners of the second-tier Championship. Next season will mark Wolves' return to the top flight following a six-year absence.