Bet365 chairman Peter Coates also has the same position at Stoke City and in May 2012 Bet365 signed a three-year contract with the club to become shirt sponsors.[8] In April 2016, the company became the new title sponsors for the club's stadium for the next six seasons, replacing fellow local enterprise the Britannia Building Society.[9] In the summer of 2016, Bet365 also signed shirt sponsorship deals with Bulgarian clubs Ludogorets Razgrad and Slavia Sofia for the upcoming two seasons.[10]