Football Shirt Culture.com

Intralot Australia has come on board as Melbourne Victory's principal sponsor, signing a two-year deal which includes branding on the front of the Melbourne Victory A-League and Youth League playing shirts.

The new partnership also coincided with the launch of Melbourne Victory’s new playing strips for the 2009/10 Hyundai A-League season

The company, which is part of a global group Intralot SA, recently acquired a 10-year licence to run lottery games and instant tickets in Victoria and have been operational in Victoria and Tasmania since July last year.

Intralot's international arm has a long association with football with Chairman Socratis Kokkalis, also the owner and Chairman of Olympiacos CFP, one of Greece's most successful football clubs.

Melbourne Victory Chairman Geoff Lord said the synergy between Intralot and Melbourne Victory was natural.

"We're pleased to welcome Intralot Australia into our organisation and see many exciting collaborative opportunities in the future. They are an emerging company in Victoria and we look forward to helping them grow their brand," said Lord.

"In fact, the focus that both of our companies have on Melbourne and Victoria, helps make this partnership a perfect fit. "

Lord went on to say "It’s a very exciting time for Melbourne Victory. We are coming off a Premiership and Championship and have now secured a new principal partner. We’re looking forward to all of our members and fans getting on board again this year, as we look to defend our titles. "

Intralot Australia General Manager Leo Watling said the partnership is the first of several new initiatives in Victoria for the Melbourne-based gaming operator.

"Intralot is proud to be undertaking its first major Victorian sponsorship with the A-League’s most successful club and one that has fought and won challenges similar to those confronted by our company," Mr Watling said.

"Intralot Australia is a new player in the Victorian gaming market facing an entrenched and dominant rival, although our games are different."

"Over four years ago, Melbourne Victory broke into a market dominated by a rival game, the AFL, and after a disappointing start to its first season, it has won two of the past three grand finals and has attracted enormous spectator and membership support."

"Like Melbourne Victory, we plan to break new ground in the state; in fact we have already had over 4.3 million winners so far. This partnership gives us the opportunity to continue growing our brand and ultimately achieve the level of success that Melbourne Victory has attained.”