Jaxx (UK) to sponsor Motherwell FC


RIP Brian
Feb 22, 2001

Motherwell FC deal valued at GBP200 000 a season

Scottish Premier League football club Motherwell has signed a new two-year sponsorship deal with the German online sports gambling firm English subsidiary JAXX.com.

The deal, valued at up to GBP 200 000 per season with revenue share, will see the JAXX brand appear on Motherwell's distinctive claret and amber strip from the beginning of the 2008-09 season, replacing Anglian Home Improvements, which has built significant market share in Scotland on the back of its association with the club.

In addition to the shirt sponsorship and advertising presence within Fir Park, a co-branded JAXX / Motherwell FC website will be established in time for the new season, including a range of betting propositions tailored specifically for the club's fans, 5 000 of whom regularly attend home games.

Motherwell chief executive Ian Stillie said, "The shirt sponsorship deal is the most important partnership for any club due to the strong association between the two brands. We were very impressed by the freshness and vitality of the JAXX brand and its sports betting offering, as well as the company's proven dedication to partnerships in football.

"The fans are paramount to the application of the Motherwell brand and we felt the commitment to consistently high quality offered by JAXX fitted well with our own values. The dedicated club betting page will also be a welcome addition to our online offering and we're looking forward to a successful long-term partnership.

"Our strip launch today has been strategically planned so Motherwell fans would be the first to see it. With the deals we've agreed with both JAXX and Bukta, we are confident the strips will be worn for the entire 2008 - 2010 seasons.

Mark Irvine, managing director of JAXX (UK) Ltd said he was pleased to partner with Motherwell FC, "Since we launched in the UK in 2007, we have worked to expand our network of football affiliations, signing betting partnership deals with West Ham and Newcastle United, but I was particularly keen to secure a presence in Scotland," he said.

"The Motherwell deal is a significant step in our brand development north of the border and we'll be working very closely with the club to make the partnership a success."

JAXX UK is operated by a dedicated UK-based team, including traders, marketers and affiliate managers. The new shirt deal was facilitated by Fuse Sport who specialise in developing sports related sponsorship packages for major brands.