There is a growing connection between the Premier League and the online gambling market. We are seeing more and more gaming operators sponsoring teams for larger and larger amounts of money.
Shirt sponsorship deals for 20 clubs will total over £281 million for the 2017-18 season, a £55 million increase on the previous year.
Online gaming companies are contributing to this snowballing figure, with some of the biggest brands signing up to sponsor Premier League teams.
ManBetX and Crystal Palace
In June, ManBetX and Crystal Palace signed a record-breaking sponsorship deal that will see the gaming company’s logo featured on the club’s home and away shirts. ManBetX will also be promoted as the Main Sponsor of Crystal Palace across all offline and online media channels.
According to members to the club, this is the eighth-most expensive deal in the Premier League at the moment.
Mansion Casino and AFC Bournemouth
Mansion Casino will support AFC Bournemouth during its third Premier League season. The Mansion Casino logo will appear on Bournemouth’s home and third kits while Casino.com will appear on the team’s away jerseys.
With a large presence in Asia, Mansion Casino will help AFC Bournemouth boost its profile in this market.
Established in 2004, it is one of the most well-established online gaming brands in the industry and players have flocked to the casino for over a decade thanks to its commitment to exceptional customer service which includes an ever-growing collection of games and the promotion of responsible gambling.
Royal Panda and Queens Park Rangers
The Queen’s Park Rangers have recently fluctuated between divisions, hopping back and forth between the Premier League and Champions League over the past seven years. The team maintains a strong following and Royal Panda has signed on as a shirt sponsor for the next three years.
The team has stated that this will partnership will be more than having Royal Panda’s logo on its shirts. The two companies will work together to create exclusive exclusive promotions and bonuses for UK players and half-time pitch activities. There is no doubt that Royal Panda will help to further boost Queens Park’s profile among fans, as it is one of the fastest-growing online casino operators.
Fun88 and Newcastle United
Newcastle United has signed a sponsorship deal with Asian-facing online gambling operator Fun88. The team’s last agreement with Wonga was worth over £24 million over five years, and it is estimated that the deal with Fun88 will be more valuable over time. The deal will last for three years, and Fun88 will be working with Newcastle United to support fan initiatives overseas and nationally.
“The relationship will enable the club and FUN88 to enhance our respective global profiles together as we celebrate a landmark season and embark on the exciting Premier League campaign ahead,” says Lee Charnley, Managing Director at Newcastle United.
bet365 and Stoke City
After announcing that Stoke’s Britannia Stadium will be renamed the bet365 Stadium, the online gambling operator has also signed on to extend its shirt sponsorship for the next three years. The naming rights of the stadium will stand for the next six years, and it is sure to increase global brand exposure for Stoke.
bet365 is the one of the leading online sportsbetting providers, and the company has earned numerous awards of the years for its services to players around the world. As Stoke City aims to expand its brand internationally, bet365 will provide the ideal support with this impressive sponsorship deal.
Betway and West Ham
In the past, West Ham’s most expensive sponsorship deals were worth just £6 million, and Betway has certainly upped the ante. Betway’s current sponsorship of West Ham is worth over £10 million, and is one of the most expensive deals that any Premier League team has with a gaming operator. Signed in 2016, the deal is West Ham’s biggest ever, the revenue that it generates will be reinvested into the squad to help ensure its success in years to come.
“Our brand has grown faster than any other major Premier League club in the past two years, and an equally ambitious, forward-thinking brand like Betway wants to be associated with that success,” says Karren Brady, Vice-chairman of West Ham.
Dafabet and Burnley
In yet another club-record deal, Dafabet has signed on to be the official shirt sponsor of Burnley. The deal is worth around somewhere in the region of £2 million per season, and the deal will last for two years. Dafabet was chosen as the Burnley’s preferred partner due to its large following in the sportsbetting market, and its impressive track record as the Welsh Premier League’s headline sponsor.
SportPesa and Everton
In a first for the Premier League, Kenyan-based operator SportPesa will sponsor Everton. This will mark the first instance in which any team in the league will be sponsored by an African company. While the value has not been disclosed, it is Everton’s biggest commercial partnership deal.
However, the deal is controversial. Due to a change in Kenya’s gambling laws that requires a 35% tax on operators, SportPesa may have to withdraw its sponsorships from sports teams around the world.
From 2012 to 2017, the share of gambling-football sponsorships has increased from 25% to 50%, and this trend shows no signs of slowing down. The online gambling market only continues to grow, as more countries around the world legalise the activity. As such, we are sure to see an even bigger increase in sponsorships between gambling operators and Premier League teams in years to come.