iGaming Business – English Premier League football clubs Southampton and Leicester City have signed up betting companies as new commercial partners.

UK bookmaker William Hill has become the new official betting partner of Southampton, which finished eighth in the table last season. The length of the deal was not disclosed.

Leicester, which has been promoted to the top division after winning the Football League Championship, has agreed a ‘platinum’ level partnership with online betting company 666Bet to cover the upcoming 2014-15 season.

Under the agreement, 666Bet has become the club’s official betting partner and exclusive European betting partner.

Fellow Premier League club West Bromwich Albion already has a partnership with 666Bet, which launched in June.

“Our partnership with 666Bet brings together a new player in the online betting market with a new player in the Premier League, which we envisage will create a host of exciting opportunities for both parties,” Leicester commercial director Ian Flanagan said.

Barry Martin, chief executive officer of 666Bet, added: “666Bet is a young, hungry and ambitious new betting company and we see a number of parallels with ourselves and the club.