Recently, there has been a significant rise in online casino businesses sponsoring football teams. This increase in sponsorships indicates the expanding collaboration between the online gambling sector and the sports business. While sponsorship from iGaming firms can sometimes receive scrutiny, the financial support from online casino firms offers football teams significant economic assistance, allowing them to improve their operations and expand their worldwide presence.
These sponsorships are essential for the sports sector, providing teams with the necessary finances to compete at elevated levels while pushing the casino brands of online casino enterprises to a wider audience.
The Premier League leads the way
The English Premier League is inescapable in discussions about football. Founded in the 1990s, it represents the pinnacle of English football, uniting some of the nation’s most esteemed and cherished teams.
While sites like bonusfinder.co.uk are committed to assisting players in discovering the most substantial incentives provided by premier and popular online casinos and slot sites in the UK, similarly, businesses often rely on popularity and incentives for sponsoring decisions. Given that the Premier League occupies the pinnacle of the hierarchy, it is the primary focus for most bookmakers and casinos. It seems they have indeed struck gold in that situation, as a recent survey indicates that over fifty per cent of teams in the English Premier League don jerseys with a gambling sponsor’s emblem.
A list of EPL teams sponsored by sportsbooks and casinos
| Team | Gambling Sponsor | Contract Length |
|---|---|---|
| Aston Villa | Betano | 2024-26 |
| Bournemouth | BJ88 | 2024-26 |
| Brentford | Hollywood Bets | 2021-25 |
| Crystal Palace | NET88 | 2024-26 |
| Everton | Stake | 2019-25 |
| Fulham | SBOTOP | 2023-25 |
| Leicester City | BC.Game | 2025-26 |
| Southampton | Rollbit | 2024-25 |
| West Ham United | Betway | 2015-25 |
| Wolverhampton | DEBET | 2024-25 |
Bournemouth is the latest team to finalise an agreement with a bookmaker and casino for a front-of-the-shirt sponsor. The club will now include the BJ88 brand on its jerseys. Nevertheless, the club is not making any groundbreaking advancements, as it’s just one of 10 teams with similar sponsors.
Southampton, Crystal Palace, Wolverhampton Wanderers, Fulham, Brentford, Everton, Aston Villa, Leicester City, and West Ham United all have a casino’s branding on their apparel. Estimates value these agreements at over 40 million pounds in total, which is a significant figure regarding club investments.
Sponsorship Besides Apparel Branding
It isn’t just front-of-the-shirt sponsorship making waves, as EPL behemoths Liverpool and Manchester City both have strong relationships with gambling firms.
Ladbrokes is not only one of the premier betting establishments in the nation but is also regarded as one of the leading online casinos in the UK. Liverpool has just announced a new multi-year relationship with a prestigious gaming brand, which will provide supporters with several benefits, such as reward points and complimentary entertainment options.
In recent years, LeoVegas has established a robust partnership with Manchester City, assisting the team in many capacities. The official betting partner often offers specials for certain City games and collaborates with marketing teams to enhance both companies’ worldwide visibility.
Football Sponsorship Beyond the EPL
The world of casinos and bookmakers sponsoring football teams doesn’t start and stop within Britain’s domestic leagues.
The Premier League may be the most renowned of European domestic competitions, but it is not exclusive. La Liga in Spain is often regarded as the English Premier League’s primary financial adversary. It includes two of the globe’s most prominent teams (Real Madrid and Barcelona), hosts the most significant and intense football rivalry (El Clasico) and has a reputation for showcasing some of the finest players.
Numerous casinos strive to collaborate with prominent clubs, but Sevilla FC is one team that has been collaborating with a notable gambling website (TLCBet) for an extended period.
Although Ligue 1 is the least popular of the five major European leagues in France, it attracts considerable national and international interest. The Paris Saint-Germain club is particularly renowned. Until recently, the French club housed Kylian Mbappe, often seen as the successor to Ronaldo or Messi, along with other players who secured the 2018 FIFA World Cup.
Their international success has significantly attracted advertisers to partner with the team, and Paris Saint-Germain has previously collaborated with a renowned casino.
The Prospects of Casino Sponsorships in Football
As the collaboration between football and casino sponsorships progresses, we expect an increase in strategic alliances in the next few years. Nonetheless, increasingly stringent rules and changing gaming legislation may alter sponsorship dynamics, necessitating more responsible marketing strategies. Emerging countries provide profitable chances for new sponsorships, as gambling firms want to expand their worldwide presence and capitalise on the fervour for football in these areas.
