ne operators Sky Bet are the new betting and gaming partners of Leeds United football club.

The partnership, the first direct link-up between the bookmakers and a football team, will see the firm assume control of the Championship side’s match day betting operation, while also creating exclusive Leeds-related markets.

Leeds-based Sky Bet will feature heavily in the club’s digital marketing and broadcast platforms, including high profile TV branding within the stadium and advertising on the LUTV channel.

Sky Bet managing director Richard Flint said: “In addition to providing in-stadium match day betting for fans, our trading team, many of whom are big Leeds United supporters, are really looking forward to working with the club to provide quality betting content for the Leeds United website using their knowledge and passion for the club.”

David Haigh, Leeds United managing director, added: "The new partnership means that all four stands here at Elland Road will be sponsored for the first time ever as we continue to attract high calibre sponsors to the club.”