Premier League: UK-K8.com becomes shirt sponsor of West Brom for the 2016-18 period (€6.3m per year)

UK-K8.com, a Chinese online casino platform, has become the main shirt sponsor of West Bromwich Albion FC (Premier League) for the 2016-2018 period, on 04/05/2016. This is a "record" contract according West Brom, whose annual budget exceeds £5m (€6.3m) according to the British media. The contract also includes an extension option, the duration of which was not disclosed.

The partnership allows K8 Group to gain exposure for the launch of its UK-K8.com brand in the UK market, and to reach and engage with new consumers in collaboration with the club. The two parties will also jointly develop video content to further engage with supporters and other sponsors of West Bromwich Albion FC.

UK-K8.com succeeds the Chinese betting operator TCLBet as the main shirt sponsor of West Brom during the 2015-16 season. The amount of this partnership is estimated at £2m (€2.5m) by the British media.