Sponsorship is a vital part of the football industry, with businesses spending millions of pounds every year to have their brands associated with the sport.
Back in the day, it was common to see big footwear and sportswear brands such as Nike and Adidas plastered all over the team’s shirts, sports bags, and around the stadium hoardings.
But nowadays, betting companies are moving into the arena.
The biggest clubs usually secure the biggest betting sponsorship deals as they get more exposure on TV and reach a broader worldwide audience – that is why they can command millions of pounds each year.
Since many bettors are football fans, it’s no wonder more and more betting companies are moving into football sponsorship.
In this post, I look at which English Premier League clubs and Scottish Premiership teams are sponsored by sports betting companies or online casinos.
English Premier League Clubs
I began my research into the English teams who are now benefiting from betting sponsors.
Official Betting Partner – Sportsbetio
A three-year deal was signed in September 2020 with Sportsbetio to become Arsenal’s official betting partner.
Based out of Estonia, the partnership with Sportsbetio creates exclusive experiences for Arsenal’s large fanbase (for both Arsenal’s men’s and women’s sides).
The deal also helps with the continuous growth of women’s football – as coaches from Arsenal will bring football clinics to Estonia’s U19s women’s team.
Official Betting Partner – Duelbits
Aston Villa announced a new betting partnership with Duelbits in August 2022. The crypto-based betting website will sponsor Aston Villa for the 2022-23 season.
The deal will include Duelbits branding inside Villa Park along LED boards, giving the crypto betting company colossal exposure.
Official Sleeve Partner – Kaiyun Sports
Aston Villa announced a new partnership in August 2022 with Kaiyun Sports, a betting brand from Asia.
This betting brand, which is new to the European market, will see the Kaiyun logo on the sleeve of Aston Villa’s first-team kits for the 2022-23 season, and be a principal partner.
Known as “Asia’s top digital sports platform”, Kaiyun Sports will look to build on its success in Asia as they try to break through into the European market. Starting as a sleeve sponsor of a Premier League club is an excellent place to start.
Official Shirt Partner – Dafabet
In June 2022, AFC Bournemouth announced a two-year partnership with the Philippines-based betting company Dafabet for their return to the Premier League.
As the principal partner, the Dafabet logo will feature on the front of all the men’s first-team kits for season 2022-23, and likely for the 23-24 season.
Dafabet will also make a financial donation to Bournemouth’s Community Sports Trust to help support projects and get adults back into work.
Official Shirt Partner – Hollywoodbets
South African-based sports betting company, Hollywoodbets, was named as the new principal partner and front-of-shirt sponsor in 2021. They had previously formed a partnership in November 2020 when they became the back-of-shirt sponsors for Brentford.
Now though, Hollywoodbets has been Brentford’s front shirt sponsor for the two seasons they’ve been in the Premier League, which will garner the company a lot of attention with the number of football fans eyes that the league has on it.
Hollywoodbets has grown to become South Africa’s largest betting company, with 86 shops and an online betting platform recently launched in the UK and Ireland.
Brighton & Hove Albion
Official Betting Partner – Betway
Betway became the exclusive betting partner for Brighton & Hove Albion in 2019, and both partnered up for the Four T’s campaign: Take Time To Think.
The aim of the campaign is to eradicate gambling problems across the UK.
Official Partner – Parimatch
Chelsea announced a three-year partnership with Parimatch in August 2021. The deal includes prizes to be won throughout the season and exclusive matchday experiences.
Mutual branding will also be used across Chelsea and Parimatch’s digital assets.
Official Shirt Partner – Stake
Everton agreed on a club record partnership with Stake.com on 9 June 2022 for the betting company to become the front-of-shirt sponsor. The Stake.com logo will feature on the front of the men’s and women’s playing shirts and on screens at Goodison Park and Finch Farm.
The agreement comes following the expansion of Everton’s commercial team, in which they beat off competition to acquire the lucrative deal with Stake.com worth more than £10m a year.
Official Asia Partner – i8 Bet
Everton expanded its Asia market by teaming up with i8.BET in December 2021. As part of the partnership, i8.BET branding will be seen at Goodison Park on matchdays, as well as on the club’s platforms in Asia.
As part of the deal, the betting company has access to the club’s players for commercial activities.
Official Shirt Partner – W88
Fulham confirmed a record sponsorship deal with W88 to become the front-of-shirt sponsor for the men’s and women’s first teams for the 2022-23 season.
The deal will give W88 global exposure due to Fulham being in the Premier League. W88 branding will also be visible across LED boards at Craven Cottage on matchdays and the club’s digital channels.
Official Betting Partner – Fitzdares
One of the world’s first bookmarkers, Fitzdares, partnered with Fulham in September 2022 to become the official betting partner.
As part of the partnership, Fitzdares and Fulham plan to bring a sense of fun into the game by launching a series of activations and messaging.
Official Shirt Partner – SBOTOP
In August 2020, Leeds and SBOTOP entered a multi-year partnership that saw the betting brand become a front-of-shirt sponsor in the 2020-21 season.
This was the largest commercial deal in the club’s history and included sponsorship of the club’s training wear.
Official Partner – Bet365
Bet365 serves as Leeds United’s betting partner.
Official Betting Partners – OB Sports & KY Sports
OB Sports, a Chinese betting company, was announced as a club sponsor for the 2022-23 season.
Leicester City football club also has a partnership with HTH as their official betting partner.
Official Training Partner – Parimatch
Parimatch signed on as Leicester’s official training wear partner in September 2020. The Parimatch logo features on the front-of-shirt training kits, pre-match wear and staff wear.
Official Partner – Interwetten
In May 2022, Liverpool formed a long-term partnership with sports betting company Interwetten, which aims to offer offline promotions and content for Liverpool’s digital platforms.
The partnership also includes developing a joint entertainment programme that puts fans at the core. Interwetten has also stated its desire to provide football fans with “emotional brand experiences”, whatever that means.
Official Regional Partner – 188Bet
In September 2021, Liverpool and 188Bet, who previously collaborated from 2009 to 2015, reunited with a new three-year deal to see the betting company become the regional betting partner for Liverpool.
Official Betting Partner – LeoVegas
Manchester City signed a one-year deal with LeoVegas to become the official betting partner in Europe and Canada.
The LeoVegas logo will be on the sleeves of the men’s first team training kit for the 2022-23 season and on other in-stadium assets at the Etihad Stadium and the Academy Stadium.
Customers of LeoVegas will gain by having better access to Man City club activities, including unique matchday experiences.
Official Asian Partner – 8Xbet
In July 2022, Manchester City partnered with 8Xbet for the betting company to become the official betting partner of the club in Asia.
The deal will also see 8Xbet’s logo used in the Etihad Stadium through LED screens and a regional presence in Asia through the club’s Cityzens network and digital assets.
Official Latin America Partner – Sportium
Manchester City announced a new partnership with Spanish betting company Sportium on October 2022. The deal will make Sportium the official betting partner in Latin America. The brand will also feature in the Etihad Stadium and across digital platforms.
Official Betting Partner – Betfred
Betfred became Manchester United’s official betting partner in August 2022 after previously partnering with the club in 2006. The new deal is estimated to be £4 million a year.
Official Shirt Sponsor – FUN88
Newcastle United agreed on a new long-term deal in 2020 with FUN88, a betting company established in Asia.
The company has become familiar with Newcastle since 2017, having been the front-of-shirt sponsor since then.
However, Newcastle’s new Saudi owners are looking to end the agreement early as they look for a more lucrative deal. The deal with FUN88 is rumoured to be around £6.5m.
Official UK & Ireland Partner – BoyleSports
BoyleSports signed a two-year deal with Newcastle in August 2021 to become the official UK & Ireland betting partner.
The bookmaker will also install retail outlets at St. James’ Park so that fans attending can place their bets inside the stadium. Additionally, fans can access a range of exclusive promotions and special offers during Newcastle’s matchdays.
Official Partner – Parimatch
In September 2022, a new partnership was signed with sports betting firm Parimatch.
Official Shirt Partner – Sportsbetio
Southampton announced in April 2022 that they would extend their partnership with Sportsbetiofor another three years with the betting company remaining as the front-of-shirt sponsor.
It’s the largest sponsorship deal in the club’s history. Southampton FC also has the option to receive specific performance-based bitcoin bonuses at the end of the season.
Official Asia & Latin America Betting Partner – FUN88
Tottenham and FUN88 renewed their partnership in November 2021, extending a ten-year collaboration.
FUN88 will continue to serve as the official betting partner for Asia and Latin America. They will continue their work with the club to improve activities targeting fans in Asian and Latin American markets. FUN88 will be promoted on the Tottenham Hotspur Stadium’s LED boards as part of the deal.
Official North America Betting Partner – Betway
Betway serves as Tottenham’s official North American betting partner, having previously served as the African betting partner.
West Ham United
Official Shirt Partner – Betway
West Ham and Betway’s first contract ran out in 2019, but it was renewed for a new six-year deal believed to be worth £10 million a year, almost double what the old agreement was.
The betting company continue as a front-of-shirt sponsor for the London club. Betway has also helped to work with good causes around the local boroughs and has given multiple Hammers fans once-in-a-lifetime experiences.
Official Sleeve Partner – 12Bet
Wolves announced a new deal for 12Bet to become the official sleeve sponsor for the 2022-23 season. The value is likely to be worth £5 million over the course of the one-year contract.
Official Betting Partner – Bet365
Bet365 serves as Wolves’ official betting partner.
Scottish Premier Football League Clubs
Scottish football teams have a long-standing tradition of being sponsored by local businesses. But just like the English Premier League, this has been changing.
Scottish Premiership clubs are raking in multi-million-pound deals each season from shirt and stadium naming rights deals with gambling companies.
I dug into the betting deals for the top-flight clubs.
Official Shirt Partner – Dafabet
In 2018, Celtic signed a new long-term lucrative deal with Dafabet, to continue as the front-of-shirt sponsor for another seven years.
The betting company will continue with Celtic until at least 2025 and has been described as Scottish football’s biggest ever front-of-shirt deal. It’s reported to be £2 million per season.
Official Shirt Partner – QuinnCasino
Dundee United announced in June 2022 that QuinnCasino will be the new front-of-shirt sponsor for the men’s first teams’ home and away kits and will also have advertising boards across Tannadice Stadium.
QuinnCasino is the casino wing of bookmaker QuinnBet. QuinnCasino will also work within the Community Sports Trust to promote education and raise awareness of responsible gambling.
Official Betting Partner – QuinnBet
QuinnBet serves as the official betting sponsor of Hibernian.
Official Shorts Partner – Marsbet
Hibernian announced a six-figure three-year deal in September 2021 with Marsbet, an Indian casino betting company. The company’s logo appears on the men’s first team shorts.
Livingston announced in July 2022 that one of the Middle East & Europe’s betting companies, Superbetin.com will be renewing their pitch side advertising for another season at the Tony Macaroni Arena.
The betting company isn’t available for use in the UK yet.
Official Shirt Partners – 32Red & Unibet
Rangers and 32Red have enjoyed a partnership since 2014 and recently signed a new multi-year deal in 2021, making it the most lucrative agreement in the club’s history.
32Red has been the front-of-shirt sponsor since the club returned to the top flight of Scottish football.
32Red are part of the Kindred Group, which also includes Unibet. The Unibet logo will feature on the front of Rangers’ third shirt for the 2022-23 season, having previously been on the away shirt of the 2021-22 season, as well as European fixtures.
As part of their continued work together, the Kindred Group announced that they’d renewed their investment in Team Talk. This will be a significant investment as the Rangers Charity Foundation continues to develop the program.
Team Talk help advise thousands of struggling men across Glasgow and Scotland, urges them to seek help, and encourages them to talk about mental health.
In conclusion, football sponsorships are a big business. They provide a lot of revenue for the clubs to attract big names, pay existing players, develop young player academies and improve stadium facilities.
But given the relationship between gambling and football fans – are betting companies a good thing for the sport?
Many argue that sponsors, no matter who they are, help to keep the sport alive.