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Sportsbook and online casino operator LV BET has entered into a sponsorship deal with EFL Championship football side West Bromwich Albion for the 21/22 season.

With extensive digital and matchday coverage rights secured as part of the deal, LV BET will use a “fans-first” strategy to keep the Baggies faithful and engaged with edge-of-the-seat action throughout the season.

As part of the sponsorship deal, LV BET will also run an exciting weekly competition with fan-favourite prizes including matchday experiences and team merchandise up for grabs.

While keeping fans at the heart of the club experience and brand-building remain key objectives, LV BET will actively encourage a responsible approach to safer gambling. The company aims to promote responsible gambling throughout its communications while delivering unique, compelling content for fans accessed directly from the players themselves.

Marcin Jablonski, CCO of LV BET, said: “Partnering with a storied club like West Bromwich Albion presents us with a unique opportunity. This is a club with a deep-rooted and highly committed fanbase. We’re genuinely enthused by the prospect of connecting with those fans, maximising our partnership rights and taking our brand presence to new heights in the UK.”

Simon King, Commercial Director at West Bromwich Albion, said: “LV BET have demonstrated a history of sponsorship in football to date but have yet to partner with a UK Club. We’re delighted that we were able to showcase the Albion as being the perfect candidate to meet this requirement.

We understand how important it is to ensure we promote responsible gambling and we’re happy that our new partner shares this value. As well as this, we’ll also be working hard to ensure our supporters benefit from this relationship through the release of unique content and special prizes to be won throughout the season.”