By Wayne Veysey

9th Oct, 2020 | 7:00am

Details revealed of Leeds £15m off-pitch deal - Sources

The new Leeds United shirt sponsorship deal that began this season is worth around £15million in total.

United announced in mid-August they had finalised an agreement with online betting company SBOTOP, replacing their former sponsor 32Red.

The Premier League new boys did not divulge the value of the deal or its length, but an industry source has confirmed to Football Insider it amounts to £15m across a three-year period.

United opted to buy 32Red out of the second and final year of their contract to secure a far more lucrative agreement.

The SBOTOP deal, heralded by the club as “the largest commercial deal in the club’s history” is said to be seven times more valuable that the previous package.

It is also believed to compare favourably with the shirt sponsorship deals of the likes of Everton and Aston Villa, other top clubs just outside of the elite.

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Leeds remain some way off the ‘big six’ clubs, with the likes of Liverpool, Man United, Man City, Arsenal, Tottenham and Chelsea all commanding shirt sponsorship deals worth £40million-plus a year.

United’s negotiating power was transformed after promotion back to the top flight after a 16-year hiatus guaranteed sponsors the visibility and glamour of the top flight.

Leeds’ tradition and vast fan base makes them attractive to blue chip companies.

The new shirt sponsor deal came in the same summer as Yorkshire giants announced a new kit deal with adidas.

The sportswear giants replaced Italian firm Kappa, whose five-year agreement expired at the end of last season.

In other news, there has been a big new Ryan Kent development after Leeds United bid.