This article contains information about the betting companies that are part of the Premier League clubs’ sponsorship portfolios during the 2023/24 season.
Based in Makati, the Philippines, online gambling company Dafabet was announced as a Principal Partner and the front-of-matchday-shirt sponsor of the AFCB men’s team in June 2022 on a two-year deal.
Apart from branding rights, the deal also entails Dafabet contributing to the club’s corporate social responsibility (CSR) initiatives by making a “financial donation to the Club’s Community Sports Trust to support projects that help get adults into work”.
The deal grants Betway branding rights at the Emirates Stadium for all domestic home games of the Arsenal men’s team across the Premier League, the FA Cup, and the Carabao Cup. It also entails enhancing “supporter experience by creating and delivering global activations and exclusive content across all social media platforms”, with Betway having also pledged to “offer in-depth Code of Conduct and Responsible Gaming training to all players and staff at the club, which outlines regulations and provides education on gambling related harms and the tools and support that are available.”
The online crypto casino and sportsbook was announced as AVFC’s Official European Betting Partner in August 2022, a deal that granted the former pitch-side LED branding rights at Villa Park — home of the Aston Villa senior men’s team.
The South African betting firm first signed a two-year deal with the Bees as their Official Betting Partner in November 2020 in an attempt to expand into the British market. The deal granted Hollywoodbets back-of-shirt branding rights on the club’s matchday kits, right below the kit number.
In July 2021, Brentford FC extended this partnership in a new two-year agreement to make Hollywoodbets their Official Principal Partner, granting the betting firm front-of-shirt sponsorship rights for their men’s first-team and B-team matchday kits as well as all adult replica shirts.
In January 2022, it was reported that Hollywoodbets had expanded its partnership with Brentford FC to also become the front-of-shirt sponsor for their training and pre-game apparel as well as the technical staff uniforms.
The Malta-registered global online gambling company serves as Brighton & Hove Albion FC’s Exclusive Global Betting Partner.
Apart from branding rights, including advertising across Turf Moor—home ground of the Burnley FC men’s team—and digital club channels, the deal also entails W88 working with Burnley FC on community projects and charitable initiatives.
The Limassol-headquartered sports betting company was announced as an Official Partner of the club in August 2021 on a three-year deal.
Apart from branding rights, the deal sees Parimatch offer Chelsea fans opportunities to “win prizes and exclusive matchday experiences”.
Parimatch reportedly suspended its partnership with Chelsea in March 2022, after Russia invaded Ukraine. However, it retains its place on the Chelsea FC website as a part of their sponsorship portfolio.
The Asian betting brand was announced as the matchday-shirt sleeve sponsor for the Crystal Palace senior men’s team in May 2023 in a deal covering the 2023–24 season.
The Curaçao-headquartered online crypto casino and sports betting platform was announced as Everton FC’s principal front-of-matchday-shirt sponsor with the start of the 2022-23 season in June 2022 in a “club-record main partner agreement” that marked the most expensive shirt-sponsorship deal in the club’s history.
The British betting company was announced as an Official Partner of the club in September 2022.
The deal, apart from branding rights, entails “a series of activations and messaging that will bring a sense of fun into the game”. Fitzdares also has presence at the Partner’s Lounge at Craven Cottage.
The two parties renewed their partnership “through to 2024” in October 2023.
As per the press release made available on the Interwetten website, the partnership entails “offline promotions and content on LFC’s digital platforms in-market”, with the two parties also collaborating on an entertainment programme “that puts fans at the core of each activation, with guaranteed goosebump moments”.
Headquartered in Stockholm, Sweden, and owned by MGM Resorts International, LeoVegas is an online casino and sports betting services provider that signed on as Man City’s Official Betting Partner in Europe and Canada in September 2022.
The partnership, covering both the men’s and women’s teams of the club, entails co-branded content creation featuring Man City players. As part of the branding rights, LeoVegas features across the two Man City stadia, the Etihad Stadium and the Joie Stadium, while also serving as the sleeve sponsor for the first-team training shirt of Man City’s senior men’s team.
The Curaçao-based online gambling company was announced as Man City’s Official Betting Partner in Asia in July 2022.
Apart from branding rights, the deal entails co-branded content creation, most prominently Man City players featuring in 8Xbet’s promotional content.
In November 2022, controversy emerged around the partnership after reports from Josimar and Daily Mail flagged up anomalies regarding the legitimacy of the personnel associated with 8Xbet. The reports claimed that the LinkedIn profile of the company’s co-founder was found to have been using a stock image for the account’s profile photo. Another 8Xbet representative that featured alongside former footballer Teddy Sheringham in a promotional video, announcing the Englishman as a brand ambassador of the company, was later revealed as a UK-based model. Neither Man City nor 8Xbet provided any statements in response to the anomalies flagged up by the reports, although, at the time of writing, 8Xbet remains listed on the official Man City website as one of the Regional Partners of the club.
The pan-African betting company was announced as the club’s Official Betting Partner in Africa in March 2023.
The partnership entails production of co-branded content as well as “unique experiences for customers in the region”.
The Warrington-headquartered British gambling company was announced by Man United in August 2022 as their Official Betting Partner — a role Betfred occupied at the club in 2006 as well.
Cryptocurrency-based online sports betting platform Sportsbet.io was announced as the club’s Official Betting Partner in August 2023 as part of a multi-year agreement.
Having started the 2023–24 season without a front-of-matchday-shirt sponsor for their senior men’s team, Forest announced in late August 2023 that Asian betting brand Kaiyun Sports would occupy that role at the club for the 2023–24 and 2024–25 seasons.
Kaiyun Sports replaced the British arm of the United Nations High Commissioner for Refugees (UNHCR), UK for UNHCR, which served as the Forest senior men’s team’s front-of-matchday-shirt sponsor for the second half of the 2022–23 season; the team had no such sponsor for the first half.
Asian betting firm Fun88 first partnered up with Spurs during the 2011–12 season. Since August 2016, the betting firm has served as the club’s Official Betting Partner for Asia and Latin America.
The two parties last extended their partnership in a long-term agreement in November 2021, ahead of the ten-year anniversary of the partnership between the two.
Apart from branding rights, the deal sees the two parties work together over several fan engagement activities covering Asia and Latin America.
Online betting platform Betway is Spurs’ Official Betting Partner for Africa. The two last extended their partnership in October 2020 in a multi-year agreement.
Apart from branding rights, the deal sees the two parties work together over several fan engagement activities covering Africa.
The global online bookmaker has been West Ham’s Principal Partner since February 2015. The deal, initially reportedly worth around £20 million over the first three years, was extended first in 2016, then for a further six years in May 2019, with the annual revenue bumped up by £10 million.
Betway’s association with West Ham over the last six years has been a fruitful one, with the former partaking in a lot of fan engagement initiatives — the Betway Academy, Betway Fan Taxi, and West Ham Supermarket Sweep, to name a few. However, all’s not rosy for the two parties, as in 2020 Betway was handed a record £11.6m fine for a series of social responsibility and money laundering failings.
The deal, covering the 2023–24 season, also entails pitchside LED branding for 6686 Sport for the Asian broadcast of Wolves’ home Premier League games at Molineux Stadium, with the two parties having also pledged to create “unique content with the Wolves first-team, which fans around the world will be able to enjoy”.
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