Betfred has become Manchester United's official bookmaking and online gaming partner after signing a multi-million pound deal that adds Betfred to the soccer team's family of sponsors.
"This is a dream come true. I've been a season ticket holder at United for 45 years, and the opportunity to be an official partner was a deal I could not pass up," said Fred Done, CEO of Betfred, which does bookmaking and also runs Betfred Poker.
As part of the deal, betting kiosks in the stadium and corporate areas will be re-branded. There will also be a Betfred and Manchester United co-branded Web site that will offer poker, casino games, and traditional betting.
"This deal is about associating ourselves with the world's best," Done said. "United is the world's biggest football club. We have some great ideas and lots to offer United fans, and if I don't know what they want, who will?"
Betfred plans to create fans' events during their three-year association with the team as well as link up with MUTV (Manchester United TV) with gaming specials for viewers.
"Betfred is a growing world-wide brand and is one of the most respected of all U.K. bookmakers," said David Gill, Manchester United CEO. "Fred's business acumen together with his love for the club can only be good for our fans and our business."