By Kieran Maguire

16th Sep, 2022 | 9:37am

Kieran Maguire: Man City have just grudgingly accepted bid 'too big to ignore'

Man City may ideally have steered clear of the gambling industry – but the recent offer from LeoVegas was likely “too big to ignore.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about City’s new training kit sleeve sponsorship deal with the online betting brand.

The reigning Premier League champions announced on Thursday (8 September) that they had partnered with the Stockholm-based company.

LeoVegas’ branding will feature on the sleeves of City’s training kit for the remainder of the 2022-23 campaign.

The club, who generated £271million in annual commercial income at the last count, signed a front-of-shirt training kit deal with cryptocurrency firm OKX in July.

Both the crypto and gambling industries are the subject of scrutiny among commentators, and there are calls for the authorities to limit their presence in the football industry.

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But Maguire argues that LeoVegas was probably impossible for the City bean counters to turn down.

“City’s deal with LeoVegas indicates that they want to diversify their portfolio of sponsors,” he told Football Insider’s Adam Williams.

“We have seen Chelsea strike a deal with WhaleFin at an estimated £20m, so there is clearly a significant market for this.

“It might not necessarily be consistent with the ethos of the owners, but in the world of FFP, he who has the biggest cheque calls the tune.

“Therefore this could have been a bid which was simply too big for Man City to ignore.”

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