Post the ongoing review of the 2005 Gambling Act by the United Kingdom government, Premier League clubs will most likely lose their gambling shirt sponsorship deals.
Based on this development, we look at the current Premier League clubs who currently have shirt sponsorship deals with gambling firms.
West Ham – Betway
West Ham United have had global online gambling company Betway as their principal sponsor since 2015. West Ham initially extended the deal in 2016, which would see the partnership last till 2020, but in 2019, West Ham signed an extension which sees the Malta-based company remain as their principal sponsor until 2025. West Ham’s initial deal was reported to be worth £6 million a season but the extension bumped up the value to £10 million a season.
As part of the deal, Betway is the front-of-shirt sponsor of West Ham’s first-team jerseys and training wear. The partnership has also seen both parties collaborate together on various fan engagement initiatives such as the West Ham Supermarket Sweep, Betway Fan Taxi and Betway Academy amongst others. The club’s principal shirt sponsor also works to create unique fan experiences that bring the fans closer to the players, providing them with once-in-a-lifetime opportunities.
Along with their return to Premier League, Leeds United announced global sports betting firm SBOTOP as their principal sponsor in August 2020. The multi-year partnership is reported to be worth £6 million annually. The deal sees SBOTOP get front-of-shirt branding on Leeds’ first team and training jerseys.
The Isle of Man-headquartered betting firm’s deal with Leeds is the biggest commercial deal in the club’s history, and along with branding on the jersey, SBOTOP also holds exclusive digital rights access and branding at the club’s stadium, Ellan Road.
Ahead of the 2021/22 Premier League season, Burnley signed a one-year deal with spread betting and financial trading platform Spreadex, who joined the club as their main shirt sponsor. Along with having its logo across Burnley’s home, away and third kits, Spreadex also works with the Clarets on community and charity-based initiatives.
The deal is reported to be a multi-million-pound one, with Spreadex also enjoying LED advertising at Turf Moor, Burnley’s home ground, as well as digital access to the players and presence across the club’s website and other media channels.
Crystal Palace announced W88, a leading global online gaming brand, as their principal shirt sponsor in August 2020. The initial deal was for a year, but at the end of the season, both parties mutually agreed to extend their partnership.
The deal sees the W88 logo feature on the front of Palace’s home, away and third kits. Both parties also work together to educate and encourage the masses to gamble safely.
The Asian betting brand replaced ManBetX as Palace’s principal shirt sponsor, who partnered Palace from 2017 to 2020.
Premier League club Newcastle United signed up with Chinese sports betting firm, Fun88, as their front of the shirt sponsor in 2017. The initial deal entailed a three-year agreement which was renewed in July 2020 – another long-term agreement. The initial deal was reported to be worth £6.5 million per season.
Fun88 also has branding presence on Newcastle’s training kit along with exclusive rights to their digital assets.
One of the leading sports betting platforms, Sportsbet.io was signed as Southampton’s Main Club Partner and front-of-shirt sponsor in August 2020 on a year-long deal. In April 2021, the Saints renewed their partnership with Sportsbet.io for another three years.
Sportsbet.io has its logo featured on the front of the Saints’ first team and Under-23 jerseys, with the two also working together on multiple projects.
The Saints and Sportsbet.io worked together on the ‘Listen to the Saint in you’ campaign, which was aimed at educating the fans about the risks involved in betting, and the sportsbook also collaborated with Southampton to launch the Positive Impact Pledge project, which enables start-ups and entrepreneurs to apply for grants to assist their businesses amidst the COVID-19 pandemic.
During their partnership, Sportsbet.io have also made multiple donations to the Saints Foundation.
Ahead of their return on the Premier League for the 2021/22 season, Watford signed a three-year deal with Curaçao-based online sports betting company and crypto casino, Stake.com, that saw the betting firm become Watford’s principal shirt sponsor.
The deal was reported to be worth £5 million a year and was reportedly paid in cryptocurrency.
Wolves signed a long-term deal with online gambling company ManBetX in July 2019 that saw the gambling firm become the club’s principal and shirt sponsor.
ManBetX has its logo on the front of the Wolves first team, under-23 team and adult disability team. The Malta-based gambling company’s deal with Wolves is reportedly the English club’s largest-ever sponsorship deal.
As principal sponsor, ManBetX also enjoys advertising at the club’s stadium, Molineux Stadium, along with digital rights, which sees ManBetX have a considerable digital presence on Wolves’ various social media platforms.
Recently-promoted Premier League side Brentford extended and expanded their 2020 partnership with South African sports betting operator Hollywoodbets in July 2021, with the betting operator becoming the club’s front-of-matchday-shirt sponsor
The two-year deal sees the Hollywoodbets logo featured on the front of the Brentford first team and B team jerseys along with all adult replica shirts.
This is the first time a South African sports betting company has appeared on the front of a Premier League jersey.
Aside from Premier League clubs having betting firms as their principal shirt sponsors, Leicester City also have betting operator Parimatch as their training kit sponsor.
On the eve of the 2020/21 Premier League season, Leicester City announced betting operator Parimatch as their official team training wear partner.
As part of the deal, along with the logo of the Cyprus-based betting operator being present on the club’s training wear, Parimatch also enjoys presence on pitchside LED advertising boards, interview backdrops and on Leicester’s social media channels.
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