The appeal of the English Premier League in Asia will be leveraged by online travel website Expedia which has signed a deal to become the sponsor Â of competition 's officials.
The deal covers the Barclays Premier League, the npower Football League, The FA Cup, the Capital One Cup and other domestic, professional matches.
The deal is for one year and is said to provide exposure through 2,500 professional football matches and to a potential television audience in excess of five billion people.
Expedia's Asia CEO, Dan Lynn said that football fans are extremely passionate about the game and they will travel anywhere to support their teams.
Lynn said that English football attracts over 1.2 billion viewers across Asia and that the deal provides a great way to showcase the Expedia's brand to that market.
The deal also provides a range of promotional rights including shirt and training-wear branding on all professional match referees, assistant referees and fourth officials, as well as branding and accreditation on all publicity material, PGMO and all governing body websites.