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In August 2021, LV BET and West Bromwich Albion F.C. struck a new partnership for the 21/22 season. Nicknamed 'the Baggies', West Bromwich Albion is an English professional football club based in West Bromwich, West Midlands, England. The deal saw a digital and matchday coverage rights package secured for LV BET, who has since run weekly competitions full of exciting West Brom-themed prizes such as merchandise and matchday experiences. Through this partnership, LV BET aims to continue to advocate for responsible gambling while keeping West Brom fans at the centre of all the team's action as it battles its way back to the Premier League.