Crypto-led sportsbook operator Sportsbet.io has landed a major sponsorship deal with English Premier League team Watford.

Sportsbet.io – which is operated by the Coingaming Group, which also runs the popular Bitcasino.io brand – will appear on the front of Watford’s shirts for the next three seasons.

Its branding will also appear across Watford’s home stadium of Vicarage Road.

It is a landmark deal for Sportsbet.io, and one of the first times a cryptocurrency-led betting company has appeared on the front of the shirt of a major football club.

“Like Watford, Sportsbet.io knows no borders in its efforts to bring fun, fast and fair entertainment and excellence to a truly global audience. We are both looking to disrupt more established competitors and need to be creative in the way we approach this challenge,” Sportsbet.io head of sportsbook marketing Justin Le Brocque said.

Sportsbet.io is clearly scaling up its marketing efforts this year; it recently sponsored the CONIFA European Football Cup in Artsakh.

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