Arsenal has signed up Betsson as its new official betting partner, reports Sport Business. The three-year deal marks the Malta-based gaming company's first entry into the football market and will focus on creating a bespoke betting operation designed specifically for Arsenal fans.
Both online and in-stadia betting services will be delivered through a newly created brand, GunnersGaming by Betsson.
In addition to the in-stadia services, a wide range of online betting and gaming services is being developed and will be launched on www.gunnersgaming.com.
Betsson follows Indesit, Thomas Cook, Carlsberg and Citroen as Arsenal's fifth and final partnership signing for this season. The five companies join Emirates, Nike, EA Sports, Lucozade and O2 in the club's partner portfolio.
"We are delighted to be welcoming Betsson on board as an official partner of the club, an experienced and trusted brand who will be delivering this innovative new venture," said Vinai Venkatesham, Arsenal's head of global partnerships.
"Through designing a range of gaming products specifically for Arsenal fans, we intend to offer our supporters a valuable and unique experience that we hope will have no rival to our supporters."
Betsson Business Solutions' managing director, David Bjork, added: "Betsson chose Arsenal not only because it is a huge international club with a very large fan base, but also because its tradition of innovation matches perfectly with the 'GunnersGaming by Betsson' concept. Arsenal is one of the greatest football teams in the world and we're looking forward to enjoying a long and successful partnership together."
