Man City EtihadPaddy Power has signed a two year extension to its partnership as the official betting partner of Manchester City in the Barclays Premier League.

The original deal was penned in 2012 and raised some eyebrows as the club is backed by Sheikh Mansour, part of the ruling elite in Abu Dhabi where betting is illegal. City were the last of the top flight clubs in English soccer to sign up a betting partner.

Paddy Power will now develop the service to deliver a bespoke offering to Manchester City fans that will involve ‘special betting offers and entertainment throughout the season,’ according to Paddy Power spokesman Feilim Mac an Iomaire.

It is hoped the entertainment will be better than was on show last night as the club sank to a 3-1 home defeat to Bayern Munich in the UEFA Champions’ League.

The club splits it’s partnerships along European and international lines with Phillipines based 188 Bet being the second betting partner of the club.

This has become a major trend among the bigger brands with geographic partnerships allowing a greater number of partners to utilise the power of the club branding while at the same time not making the overall commercial picture too clouded.

Paddy Power also has deals with Liverpool and Arsenal in the Premier League and scored a major hit in terms of publicity and social awareness by supporting a twitter campaign that was ‘Right Behind Gay Footballers’ and generated huge awareness last month.

The company is also the official betting partner of the IRFU while Social start up Bragbet has a similar position with the FAI. The GAA has no official betting partnerships though Ladbrokes were one time sponsors of Louth and Derry. Boylesports had a relationship with Irish Hockey that facilitated a live streaming experience of games last year.

Sport for Business helps to bring brands and sporting organisations together in partnerships that extend beyond the simple idea of a sponsorship.

On Tuesday October 8th we will facilitate Ireland’s leading partnership showcase event when Sport for Business 20/20, in association with Ulster Bank, enables 20 sporting organisations pitch their best programmes and initiatives for the next 12 months to an audience of Business leaders looking to work in smart ways with sporting groups and audiences.

Click here to find out more about how your sport or business might benefit from membership of Sport for Business.

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