Gambling Sponsorship in Football

Football is big business and therefore many of the leading companies around the world are looking to get their name linked to the beautiful game. This has become increasingly evident in regard to sponsorship deals surrounding football. Whether it be the sponsorship of a football shirt, a football stadium, a football tournament or football advertising, there are now several different avenues for companies who wish to sponsor football.

Gambling has long been linked to football with the pools and now online betting websites available in abundance. This has led to the increase in the number of gambling sponsorship deals in football. Interestingly, for the 2019/20 English Premier League season, 10 of the 20 clubs have sponsorship deals featuring a gambling company on their shirt.

West Ham United have the most lucrative gambling sponsorship deal in terms of their football shirt, with Everton, Wolves, Burnley and Crystal Palace not far behind. Not all of these football shirt gambling sponsorships are related to sports betting and several are for online casinos. The idea is that this will lead to football fans wanting to play real money slots online during their free time, both for fun and to win some money.

However, as gambling has become more influential within football, the sponsorship deals have moved away from only the football shirt. If you have ever watched a live football match in the United Kingdom for example, you are sure to have seen a sponsorship advertisement from a betting website such as Bet365. Many UK television football broadcasts are sponsored by this betting company and you will see their name mentioned prior to each advertisement break and also close to kick off.

Going one step further, gambling sponsorship in football has moved onto the actual competitions themselves. A good example of this is the English Championship, League One and League Two. All three of these leagues are sponsored by SkyBet, one of the major players in online sports betting in the United Kingdom. So, in addition to sponsoring the competition, you will also find their name across the advertising boards at several matches every weekend.

The FA Cup also has a streaming deal with gambling firms. This involves Bet365 and allows them to show live streaming of FA Cup matches on their website throughout the season. Bet365 have taken advantage of this deal by advertising the fact they can show live FA Cup matches and in the 2019/20 season, they showed 23 third round games on their betting website. They are not the only online gambling company to have a sponsorship deal in place for the FA Cup and other bookmakers including Betfair, William Hill, Coral, Ladbrokes, Unibet and Paddy Power have struck a deal to show matches live on their website.

Even football clubs who do not necessarily display a gambling sponsorship on their football shirt, still have one in place. Only three Premier League clubs which started the 2019/20 season did not have a sponsorship deal in place with a gambling company. Some teams, such as Leicester City and Newcastle United even have more than one which highlights the increasing demand for gambling sponsorship in football.

Do not be surprised to see the number of gambling companies involved in football sponsorship increase further over the coming years.