Hull land record sponsorship deal

Posted Friday, July 18, 2014 by Foxsports.com

Hull's plans to rebrand as the Tigers may have come to nothing but they have still managed to attract the largest commercial deal in their 110-year history after bookmakers 12Bet agreed a two-year contract as shirt sponsors.

The seven-figure deal represents a 60 per cent increase on their previous deal with Cash Converters, a reward for last season's impressive return to the Barclays Premier League and run to the FA Cup final.

It also represents the first major overseas investment since owner Assem Allam saw his plans to change the the club's name from Hull City to Hull Tigers quashed by a Football Association panel.

Allam may not have got his way on that score, but the lively debate around the subject - which was hotly contested by many of the club's fans - did serve to draw attention to the club.

Rory Anderson, chief executive of 12Bet, said: "(The proposed renaming) demonstrated the club has ambition and wants to move forward which is always encouraging for a partner."

"I guess the debate did put the club more in the spotlight but it didn't have any particular effect on our decision."

"The team's success had a big impact. They are an entertaining team, they've made good signings and they're an up-and-coming club."

"There are not many vehicles that give you the global viewing figures the Premier League can and it's eyeballs we're after."

Hull's commercial director Simon King, who is also working on independent sponsorship deals for the club's cup and European matches, believes outside investment is key for City.

Manager Steve Bruce has broken Hull's transfer record in the last three windows, most recently for £8million Jake Livermore.

"Everyone is under pressure, we're a Premier League football club and the commercial department has to achieve like they have done on the pitch," he said.

"In order to continue investing in the club, they need support off the field because money doesn't grow on trees."

"We've made no secret of the fact that we want to continue capitalising on our brand in the Asian region, that takes a number of years to achieve to full effect but this is the perfect start."