In the UK, with the cancellation of the Ladbrokes sponsorship deal and the prohibition of future deals with betting organizations by the Football Association, the sport’s ruling body, shirt and title sponsor deals have come under increasing scrutiny. But a look around the world shows sponsorship is very much alive… and kicking!
10) Asian betting giant 138.com is sponsoring Watford Football Club on its shirt sleeves for the 2017/2018 season. It’s the first year the Premier League has allowed sponsors on sleeves. The ‘groundbreaking’ multi-year deal is thought to be worth a million pounds per annum.
9) Philippines-based online gaming company Dafabet and Burnley Football Club last year inked a reported £2 million per annum deal for two years, from 2016 through 2018, following the club’s promotion to the Premier League.
8) Mansion out of Gibraltar sponsored AFC Bournemouth to the tune of an estimated £2m for the 2016-7 season.
7) West Brom in 2016 concluded a two-year sponsorship deal with Asia betting form UK-K8.com estimated to be worth £2.8 million per annum.
6) Hull City managed to return to the top tier of English football in 2016 and that clearly helped the club to conclude a three-year deal with Kenyan sports book SportPesa believed to be worth £3 million annually. It remains unclear whether Hull’s 2017 relegation will impact the lucrative sponsorship deal.
5) Stoke City concluded a three year deal with leading online gaming concern Bet365 for an estimated £3.5m per year.
4) Swansea City inked a reported £5m deal with BetWest for the 2016/2017 season but reportedly did even better this year with the Asian betting firm Letou, though the exact amount is not officially reported.
3) Crystal Palace logged a similar £5m sum with Mansion out of Gibraltar, which paid nearly twice and a half more for the privilege of showing off to the Holmesdale Road faithful than for Bournemouth.
2) Dafabet became the official sponsor of Sunderland with a two-year sponsorship deal worth £6 million per year in 2015. With Sunderland narrowly managing to avoid relegation that season, there was some question as to whether cooperation would continue The club slipped from the Premier League this year yet clings to a three-year deal with the Asian betting giant through 2019. It’s unclear whether any contractual relegation clauses may yet kick in.
1) In 2016, Betway, one of the UK’s biggest sportsbooks and online casino providers, and West Ham agreed on a multi-year extension to their existing agreement believe to be worth more than £10million per annum, a significant upgrade on the £6m yearly take the Hammers pulled in on their previous agreement with the online betting firm. The ante was upped after the football club’s decision to move to upgraded digs at London Stadium, where increased signage space evidently sweetened the deal for Betway.