There is a growing trend with European Football Team, Grab a sponsor.  That is not so new.  Grab a sponsor who is an online sportsbooking company. Professional sports and corporate sponsorship have been together for decades now.  In the United States major companies have been giving their names (and their money) to sporting arenas such as CITI FIELD, RAYMOND JAMES STADIUM, and BANK ONE BALL PARK.  In Europe the teams themselves are directly sponsored by corporations.  Teams logos not only appear on stadiums but on sport jerseys and most merchandise associated with the team.  There is even one entire tournament sponsored by an online betting web site.

In the United Kingdom, football (or soccer to the blokes across the pond) has picked up another one of these sponsors. The Cardiff City team will now be sponsored by SBOBet.com until at least the end of the 2011 season.  SBOBet.com is not sailing in uncharted territory.  They already sponsor the widely popularWest Ham United club in the Premier League.  However, the deal with Cardiff City means they will now have a major stake in the second tier Championship League. “This is a logical development for us since our core strength lies in football where we offer value, depth of content and exceptional service to a global audience,” said SBOBet.com’s Executive  Director Bill Mummery.

Cardiff City is also on familiar ground.  They had a deal with 777Ball.com, but the deal fell through after the Gambling Commission found out the online company did not have a license to advertise in Europe.  A representative for the team said, We look forward to working with SBOBet.com, who is making a most meaningful contribution to enabling Cardiff City to realize its considerable potential.”

There is also a little bit of sweetness to the deal.  SBOBet.com also will have the rights to sponsor the under sixteen and under eighteen academy team shirts.  However, the team shirts for these leagues will display the logo for the TY Hafan Children’s Hospice.  The Hafan logo will also be put on the junior sized shirts for the Cardiff City team in accordance with Gambling Commission guidelines.

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