8Xbet has signed former Manchester United and England player Teddy Sheringham as its latest brand ambassador in a two-year deal.

The striker will play a role in the company’s Asian market expansion plans, and the deal sees Sheringham appear in branding across 8Xbet’s web and social channels.

8Xbet Founder, Ryan Li, commented on the collaboration: “8Xbet is extremely proud to be working with Teddy Sheringham, a truly iconic name in the modern era of English football and one of the Premier League’s most prolific strikers of all time. After such a high-profile playing career, Teddy has a fantastic reputation in Asia, and he will help grow 8Xbet as a brand in this region in the years to come.”

To launch the partnership, Sheringham took part in an ambassador signing ceremony with the firm. The former Three Lions international earned 51 caps and scored 12 goals in a 25-year playing career.

On his new role, Sheringham stated: “I am honoured 8Xbet asked me to become a brand ambassador for Asia. It is a region that I have fond memories of visiting as a player – and many times since. I look forward to representing and working with the team at 8Xbet and engaging with their customers.”

Sheringham will also provide regular content on the platform where he’ll share his thoughts and opinions and on recent football news.

The deal was brokered by London-based talent management agency, Bear Faced Talent, which also provides management for footballers such as Micah Richards, Martin Keown and Sue Smith.

Bear Faced Talent Founder, Josh Landy, concluded: “Teddy Sheringham is one of the finest strikers to have played in the Premier League and has huge appeal around the world. We are very excited to have made this deal happen and are sure it’s going to be an excellent partnership.”