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West Bromwich Albion have announced UK-K8.com as the club’s new shirt sponsor from 2016/17.

The agreement with the online casino operator will be for an initial two-year period in a record commercial deal, thought to be worth around £3m per year, for the Premier League club.

The partnership will see K8 Group launch their European brand, UK-K8.com in the United Kingdom, working with the Baggies to reach and engage with new customers of their product. 

Albion will also work with the K8 group in the Asian market, where their K8.com brand is particularly strong. 

Speaking of the new partnership, Vincent Huang, COO of K8 Group, said: “K8 Group has had a long standing interest in working with a Premier League club and finally we are here with one of the most respected clubs in the Premier League.” 

The Premier League’s standing in Chinese football and its media has grown as a result of the new broadcasting deal signed with CCTV, the most viewed free to air television station in that region. 

Vincent added: “This partnership is delivered as a true partnership for both parties. We are working on a joint marketing plan that will focus on raising awareness of UK-K8.com in the UK whilst also ensuring the development of the West Bromwich Albion brand in Asia. 

“We will be working with the club on several key projects to create a platform for the club to grow awareness and engagement in this region. 

“In keeping with various government strategies in the Asian region, we will also be working with the club on coaching exchanges and other football related initiatives, hopefully replicating some elements of the highly successful Pass It Forward project in India. 

Speaking of the agreement, Adrian Wright, Sales and Marketing Director for the Albion, added: “We welcome K8 Group to our well established partnership programme. 

“Once again we have selected to work alongside a challenger brand that will align with the club’s on-going aspirations for global brand recognition. 

“It was clear from our talks that the joint promotional approach in Asia will add immense amount of value to the club and will enable us to continue to grow our supporter bases in emerging parts of the world.”