Coingaming Group’s cryptocurrency sportsbook, Sportsbet.io has been unveiled as the official betting and gaming partner of English Premier football club, Arsenal.

Detailing further partnership provisions, the crypto-focused sports betting firm said it will use this new ‘Official Partner’ status to increase brand awareness of its services. Additionally, it will leverage Arsenal’s prominent status in women’s football to help promote its products in Estonia, where Sportsbet.io operates from.

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The 3-year deal will continue until 2023, including the new 2020/2021 campaign, and appears to focus on Sportsbet.io creating a raft of content and exclusive offers aimed at the Arsenal fan-base.

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Arsenal, which has a long deal with Emirates as its shirt sponsor, had previously paired up with US cryptocurrency CashBet and promoted its initial coin offering (ICO).

While plenty of other examples of the intersection between sports and cryptocurrency exist, the agreement between the Gunners and Sportsbet.io is a fairly big step in bringing the digital assets to a very mainstream audience.

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The new deal comes barely a few weeks after Sportsbet.io secured a similar sponsorship deal with English top-flight soccer outfit, Southampton. The sports betting firm has been selected as the club’s new main partner and front-of-shirt sponsor for the 2020/21 season.

The Saints featured Sportsbet.io on the front of their first-team kit just after the team’s agreement with LD Sports was terminated in August.

Arsenal Commercial Director, Peter Silverstone stated: “It’s been fantastic getting to know Sportsbet.io and learning about our shared spirit of innovation and the ground-breaking work they are doing in the fintech space. We are proud to partner with a market-leading company that is at the forefront of the innovation journey of the gaming industry.”

Tim Heath, Founder of the Coingaming Group, said: “Signing a three-year deal with Arsenal, one of the most celebrated teams in the world, is a huge venture and something we are all very excited about. We’re confident that with Arsenal’s drive to innovate the sports industry, together with our own drive to innovate the gambling and crypto space, this is the perfect team for us. Watch this space, as we seize the opportunity to promote crypto gaming awareness, and hope to push forward crypto gaming adoption on a scale never seen before in football.”