The Evolution of Premier League Betting Sponsorship

Ad Disclosure

Here at ThePuntersPage.com (TPP) we’re dedicated to building a trustworthy brand and strive to provide the very best content and offers for our readers. Please note that some of the links included on TPP may be affiliate links, which means we may earn a commission (at no additional cost to you) if you click on a link and subsequently open an account. We only recommend products and companies we use and trust. To learn more, visit our About Us Page. 

Premier League club sponsors have always been an important source of income for teams and along the years we have seen some very lucrative deals being made. Over the last few years, partnerships between betting companies and Premier League clubs have become much more common so this article will be looking into the sponsorship scene and what we are to expect moving forward.


Best Betting Sites Sponsoring Premier League Teams

#1
bet365
  • Partners Leeds United, Newcastle United & Wolverhampton Wanderers
  • Spectacular range of markets
  • Up to £100 in bet credits
T&Cs APPLY, 18+ ONLY

Up to £100 in Bet Credits for new customers at bet365. Min deposit £5. Bet Credits available for use upon settlement of bets to value of qualifying deposit. Min odds, bet and payment method exclusions apply. Returns exclude Bet Credits stake. Time limits and T&Cs apply. #ad

#2
Marathon Bet logo
Marathonbet
  • Official betting partners of Manchester City
  • Extremely competitive odds
  • Rewarding VIP programme
T&Cs APPLY, 18+ ONLY

New Customer Offer - Open to new accounts only. Deposit £20 and turnover your deposit five (5) times on the Sportsbook - trebles and accumulators (with three or more selections only), minimum odds each selection 1/2 (1.50) - and you’ll receive a £20 Free Bet. Additional deposits may be required in order to fulfil the turnover conditions, which must be met within 90 days of depositing. Bets placed using Free Bets or Bonus funds, or bets that have been Cashed Out, do not count towards turnover requirements. The Free Bet will expire seven days after being credited and can only be placed as a win only single bet on the Sportsbook. Free Bet stake not included in returns. #ad

#3
William Hill
  • Betting partners of Tottenham Hotspur
  • One of the highest rated bookies in the UK
  • Lots of exciting betting promotions
T&Cs APPLY, 18+ ONLY

T&Cs: New customers using Promo code H30 only, Min £10/€10 stake, min odds 1/2, free bets paid as 2 x £15/€15, free bets credited after settlement of first qualifying bet, free bets will expire 30 days after the qualifying bet is placed, payment method/player/country restrictions apply. See full terms below. #ad

#4
Sportsbet.io Logo
Sportsbet.io
  • Club betting partner of Arsenal
  • Magnificent all-round live betting arena
  • Cash Out & Bet Builder features
T&Cs APPLY, 18+ ONLY

#5
Betway
  • Main West Ham United shirt sponsors
  • £10 in free bets
  • Boosted odds available
T&Cs APPLY, 18+ ONLY

New customers only. Min Deposit: £10. First deposit matched up to £10. 1x wagering at odds of 1.75+ (7/4) to unlock Free Bet. Debit Card deposits only. This offer is valid for 7 days from your new account being registered. begambleaware.org and Bet The Responsible Way #ad

#6
parimatch
Parimatch
  • Official betting sponsors for Chelsea, Everton and Leicester City
  • Bet £5 get £30 Welcome Offer
  • Bet boosts and Enhanced Accas
T&Cs APPLY, 18+ ONLY

New Customers opt in, bet £5 & get 2x £10 Free Bets for set events (odds 2.00+) + £10, Slots Bonus, selected games, 20x wagering to withdraw max £250. Bonuses expire in 7 days. Card Payments only. Additional terms for existing BetVictor customers apply. T&Cs Apply, see below. 18+ | begambleaware.org | Please gamble responsibly. #ad

#7
Spreadex
Spreadex
  • Main sponsor for Burnley FC
  • Offers spread betting on many different sports
  • Unique markets such as goalscorer shirt number spreads
T&Cs APPLY, 18+ ONLY

Qualifying £25 fixed odds bet must be at odds of 1/2 or greater. Qualifying bet cannot be placed in-play or cashed out early. First free bet will be credited upon settlement of the qualifying bet. Following free bets will be added to your account on consecutive days. Place a smaller qualifying bet and get different amounts of free bets. E.g. £20 initial bet = 4 x £5 free bets, £15 initial bet = 3 x £5 free bets etc. Free bets must be claimed within 28 days of opening. Free bet stake not included in any winnings. Ts&Cs Apply. 18+ begambleaware.org #ad

#8
Stake
Stake.com
  • Main Watford FC partner
  • Shares stakes and bets being placed in real-time
  • Crypto Powered Sportsbook
T&Cs APPLY, 18+ ONLY

Best Betting Sites Sponsoring Premier League Teams – Listed

 

2020/21 Premier League Betting Sponsors for Every Team

Gambling firms have become more prominent in the Premier League than ever before. Only 3 teams – Chelsea, Liverpool, and Sheffield United – began the 2020/21 Premier League season without any betting brand partnership.

Nine of those clubs – Brentford, Burnley, Crystal Palace, Leeds, Newcastle, Southampton, Watford, West Ham and Wolves – display a betting brand on the front of their shirts. A further 2 clubs – Aston Villa and West Bromwich Albion – also feature betting brands on their kits, but on their sleeves instead.

It’s notable to see that none of the traditional top 6 have a betting logo on their official kits, though Manchester United, Manchester City, Tottenham and Arsenal have all partnered up with gambling companies in one way or another. Leicester City have the highest number of betting partnerships with 5, having ties to Yabo Sports, Parimatch, bet365, Betway and W88.

A total of 17 different betting companies appear on the list, with the most heavily featured being bet365 (5), followed by Betway (3), Sportsbet.io (2) and Parimatch (2). West Ham are the highest earners, as a result of their £10m deal with Betway.

Take a look at the Premier League betting sponsors for 2020/21 for every club below:

TeamBetting Partnerships
ArsenalSportsbet.io (official betting partner)
Aston VillaOUBAO BET (sleeve sponsors)
BrentfordHollywood Bets (shirt sponsor)
BrightonBetway (official betting partner)
BurnleySpreadex Sports (shirt sponsors), Dafabet (other partner)
ChelseaParimatch (official partner)
Crystal PalaceW88 (shirt sponsors)
EvertonParimatch (official sponsors)
Leeds UnitedSBOTOP (shirt sponsors), bet365 (betting partner)
Leicester UnitedParimatch (official training wear partner) HTH (official betting partner), Betway, W88 (other partners)
Liverpool1XBet (official partner)
Manchester CityMarathonbet (global partner)
Manchester UnitedHTH (official betting partner)
Newcastle UnitedFun88 (shirt sponsors), bet365, Boylesports (betting sponsor)
Norwich City/
SouthamptonSportsbet.io (shirt sponsors)
Tottenham HotspurWilliam Hill, Fun88, Betway (official betting partners)
WatfordStake.com (shirt sponsors)
West Ham UnitedBetway (shirt sponsors)
Wolverhampton WanderersManBetX(shirt sponsors), bet365, BoyleSports (official betting partners)

 

Premier League Betting Sponsors Throughout the Years

Given how many we see today, it's quite incredible to think that it took until the 2002/03 season for a betting company to make an appearance in the English top flight. That year, The Cottagers (Fulham) brandished Betfair on their home and away strips. It proved to be a pivotal moment, paving the way for more betting companies to market themselves on a Premier League stage.

Since then, an increasing number of teams have penned deals with gaming companies. At least 10 teams have had betting logos emblazoned across the front of their shirts or on their shirt sleeves since the 2016/17 season, with the joint highest being 11 in the 2016/17 and 2017/18 seasons. Out of the record-breaking £349.1 million made from shirt sponsorship deals in the 2019/20 season, £68.6 million was raised from gambling brands.

Betting logos aren’t only displayed the front of players’ shirts. Since the 2017/18 season, teams have been granted the opportunity to sell an 100cm2 area on their left sleeves to commercial partners, worth approximately an extra £3 million in revenue for every club. Betting logos like 12Bet, Lovebet and LT can now be spotted on the sleeves of West Brom, Burnley and Aston Villa kits respectively. Betting logos like brand new betting site Oubao Bet’s can be seen on Aston Villa’s left sleeve.

Sponsorships also extend beyond match-day kits. Training kit sponsorships have become a common sight nowadays, with a team like Manchester City advertising betting brands solely during training sessions and warmups.

As well as shirts, companies frequently pay for pitch side perimeter advertising and in-stadia advertising. Anyone who watches Premier League football will have noticed betting brands being advertised on billboards during live matches. Apart from that, whole stands and stadiums have been named after sponsors, with Stoke City’s bet365 stadium being the most obvious example.

We can’t forget to mention the predominance of betting adverts on television. A BBC investigation found that a whopping 95% of TV advertising breaks during live football matches featured a gambling ad for the likes of bet365, Ladbrokes & Paddy Power. This included the build-up, half time intervals and post-match discussions on the Sky Sports, BT Sport and ITV channels. An estimated £150 was spent by gambling firms on TV adverts in 2016 alone, with celebrities like José Mourinho, Michael Owen and Harry Redknapp often playing a central role.

This apparent takeover by the betting industry on sponsorships took a bit of a hit after 2020/21 season as the UK government launched a review into the 2005 Gambling Act after a House of Lords committee suggested that Premier League clubs should not be allowed to advertise betting companies on their shirts as from 2023. A blanket ban on gambling sports sponsorships still remains a possibility at the moment.

In fact, the industry of betting companies sponsoring football clubs worldwide has seen a decrease of more than half its share of football sponsorship, going from 32% to just over 15%. Having said that, it still remains the most prominent sponsor type in football. This also comes as clubs have taken a more socially responsible stand when it comes to the messages they promote amongst fans and communities.

 

How Does Premier League Betting Sponsorship Compare to Other Leagues?

The Premier League isn’t the only English division with close ties to gaming companies. Two thirds of Championship clubs have betting sponsorships on their kits, and the EFL Championship itself is sponsored by SkyBet. These deals – totalling around £40m – provide a crucial source of income for Championship clubs, especially given the financial ramifications of (at the time of writing) the ongoing pandemic.

Outside of England, the Spanish La Liga has seen multiple betting sponsorships in recent years. Perhaps the most notable and expensive partnership took place between Real Madrid and bwin, who sponsored the Spanish giants between 2007 and 2013. Gambling sponsorships represented a crucial source of revenue for Spanish clubs, with 17 La Liga clubs having recent commercial ties with a gambling brand, and 8 of them (35%) being kit sponsors in the 2020/21 season. These included bwin for Valencia, Betway for Alaves, Levante and Real Betis, and Marathonbet for Sevilla. La Liga giants Real Madrid and Barcelona also had partnerships with betting companies through KOK Sports and 1XBet respectively.

However, the 2020/21 season is set to be the last that Spanish teams are able to promote gambling operators on their kits, after it was announced that regulations would be introduced limiting gambling advertising to just one hour per day between 1am and 5am. In doing so, they will follow in the footsteps of Italy, who have restricted gambling-related sponsorships and advertising in conjunction with sporting events since July 2019. While they’ll still be able to partner up with bookmakers, Spanish teams won’t be able to advertise them on their kits, and there’s also talk of a ban on in-stadia betting advertising. These changes could cost Spanish clubs up to €80 million.

There is no such ban in France, with Ligue 1 and 2 recently inking a betting partnership with French-based bookie Betclic. Only 1 French team – Montpellier – had their shirt sponsored by a betting company in 2019/20, but 17 of the 20 teams (85%) held partnerships with 13 different gambling firms.

A similar story follows the German Bundesliga. There have only been a handful of betting logos advertised on German teams’ playing attire in recent seasons, with Sunmaker (Padernborn)  the only main betting shirt sponsor during 2019/20. During the 2020/21 season, no Bundesliga team had gambling related logos on the front of their shirts however Mainz and Werder Bremen did have them on their sleeves.

 

The Future of Football Betting Sponsorships

The relationship between English football and the gambling industry has been increasingly scrutinised in recent years, with pressure mounting on the government to intervene.  

A 2017 study found that during three episodes of BBC highlights programme “Match of The Day”, gambling logos or branding appeared on screen for between 71% to 89% of the show’s running time. People have continually voiced their dissatisfaction with the authorities’ lack of effort in reducing exposure to these adverts, especially since so many underage supporters follow the league religiously.

An upcoming government review on these sponsorships could lead to a potential blanket ban on football betting sites marketing their products through major sports. This would see them joining a host of other European countries, like Italy, Netherlands and Turkey in taking a stand against gambling advertising.

Given we have mentioned the situation in Italy – it seems that, following the huge financial blows during the Covid pandemic, the Italian FA is trying to get the betting sponsorship ban lifted so that club may hopefully get a boost and alleviate some of the financial burdens they are currently facing. The FIGC wishes the regulations to be lifted up until 30th June 2023 at least.

English clubs should have a clearer picture on the situation before the 2022/23 season. With huge stacks of money on the line, any decision taken by the government will undoubtedly have huge implications moving forward.

 

Evolution of Premier League Betting Sponsorships FAQs

📅 When was the first betting sponsorship in the Premier League?

Fulham became the first Premier League team to be sponsored by a betting company during the 2002/2003 season, when they struck a deal with Betfair.

🤝 How many teams have betting sponsors and partnerships during the 2020/21 season?

A total of 16 Premier League clubs have agreed partnerships with betting companies during the 2020/21 season, with 8 of these clubs advertising betting logos on the front of their shirts.

🌐 What lies ahead for Premier League betting sponsorships?

A government review of the Gambling Act was set to take place before the start of the 2021/22, amid growing pressure to ban betting sponsorships in the Premier League but no final decision has been reached yet.

 

ThePuntersPage Final Say

Gambling companies have become deeply rooted in the modern-day fabric of “The Beautiful Game”, providing clubs with millions of pounds to spend. The revenue they generate through these lucrative deals is a key part of their income streams, and has played a significant role in financing the top talent we see in the Premier League today. However, there has and will continue to be much discussion centred around the ethics associated with gambling advertising, meaning the UK government has a big decision on their hands.