History of Soccer Clubs and Casinos: Partnership Strategies and Investments

It is no secret that the gambling industry has a negative image in public opinion. Despite all the attempts to change this reputation, it seems to stick. But we have witnessed a new phenomenon for a couple of years already. The betting and gambling industry’s activity in finding a Premier League club to sponsor. This phenomenon is not exclusive to English soccer anymore, but it certainly is where this industry is most active. But why is that, and when did it all start?

Sponsorship Is Common in Modern Football and Has Been for Quite a While

Soccer clubs wearing the emblem of their sponsors on their shirts started as early as the 19^th century. By the 20^th century, it already became normal, and when football’s popularity dramatically increased after the Second World War there was hardly a shirt without a logo printed on it to be found anywhere across Europe. Today, clubs pretty much sell every inch of their shirt. There are main sponsors on the chest plus sleeve sponsors and some leagues even have sponsor logos on their shorts. But there is more. Even referees are running around with sponsor emblems on the pitches across Germany, France, or Spain.

Why Are So Many Gambling and Betting Providers Interested in Sponsoring a Premier League Club?

Now the main question is, why is the gambling and betting industry so keen on getting their name on a shirt of a Premier League club? To change public opinion to get a bigger market share in the UK? Well, not quite. For those companies, it is all about the big picture. Just like the 007 hit The World is not Enough for them, the UK is not enough.

They know that Premier League soccer is the most followed soccer competition globally. Particularly in Asia, hundreds of millions of people are watching the games, and most of them live in countries where gambling ads or even gambling itself is illegal. So by getting their name on a shirt, they also get their name on TV in China, Indonesia, etc., and curious fans might visit their website (using a VPN) and sign up.

The Pros and Cons of Gambling Providers and Bookies Sponsoring Soccer Clubs

But what is in it for the clubs? Aren’t they taking a big risk if they accept a sponsor from the betting or gambling industry? It is their reputation, after all. We would like to quickly examine the pros and cons of such a deal for both sides.

Partnerships Between Clubs and Gambling or Sports Betting Sponsors Seem To Be a Win-Win

Sure, it seems like a classic win-win at first glance. The clubs win because they get a lucrative sponsorship deal. For the gambling and sportsbook providers, the win lies in advertising themselves far beyond the UK and Europe. So, in a nutshell, the big pros for the club are money and security, while the sponsors win by reaching the world.

But There Is Also Lots of Room for Criticism

But as always, there is a flip side to that coin. After all, the clubs risk their reputation among their fans and other sponsors who might withdraw. For the casinos and bookies the downside lies in sports itself. If the team gets relegated, their jersey also goes down to the Championship.

The main pros and cons are:

Pros	Cons
Clubs get financial safety for a few years	Clubs might get a bad reputation
Sponsors get their names on TV worldwide	Sponsors have the risk that the club goes down to the Championship
Clubs might gain new fans through sponsorship

Sports Betting As a Special Case and the Worst Nightmare Scenario for Punters

Regarding sports and betting, there is always a shadow of doubt in some fans’ heads. Not too long ago, a huge match-fixing and sports betting scandal was uncovered in Ireland, for example. Some fear that betting and gambling partnerships attract match-fixers. In recent years, there have been quite a lot of them:

In 2023, 16 people were arrested in Brazil for match-fixing of soccer games
In 2021, a huge scandal appeared in the second division of Colombia
In 2005, German referee Robert Hoyzer took a bribe and fixed a cup match
In 2013, six people in the UK were arrested for allegedly fixing matches

Famous Partnerships of Gambling Sponsorship in the English Premier League of Today

Despite all of the controversy, sponsorship activities of the gambling and sports betting industry are as active in the Premier League as ever before. An incredible eight of the 20 teams in England’s highest league have a sportsbook or gambling main sponsor on their shirt. Some, like Newcastle United, shifted away from FUN88 to Sela in this case. The eight clubs with a main sponsor, a bookie, or a gambling provider are

West Ham United + Betway
Aston Villa +. BK8
Bournemouth + Dafabet
Brentford + Hollywoodbets
Burnley + W88
Everton +. Stake.com
Fulham +. SBOTOP
Nottingham Forest + Kaiyun

Things Are About to Massively Change in English Soccer

In the spring of 2023, the English Premier League published a statement that rattled the cages of betting and gambling providers. The clubs and the league agreed that starting the 2026 season, they will not play with a gambling or betting provider as a main sponsor on the front of their kit. This effective ban on gambling and betting sponsors was, by the way, agreed on entirely voluntarily.

The Big Question Remains – Did Too Many Soccer Clubs Turn a Blind Eye and Only Care About the Money?

If one watches a random Premier League match and sees all the ads and sponsor emblems of betting and gambling companies, he or she can’t help but wonder, isn’t all that a bit too much? Sure, football betting has been around for ages and is even legalized all across Europe nowadays, but what about ethics, morals, and responsibility? Maybe some wake-up call paved the way for the most followed league to pull the plug last year.