One hint I can maybe give.. its a club outside of Greater London area 
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Outside of Greater London area means that new Sportsbet club is not Chelsea, Brentford, Crystal Palace, Fulham, Tottenham,West Ham or Arsenal.
Than my prediction is not correct and I am not sure who is this mystery new club, but my last guess it Nottingham Forest or maybe Liverpool.
Great Map!!
DEF out of that area
regards,
Steve.
Sportsbet.io