Gambling Companies Sponsoring Football Teams are on the Rise

Gambling Companies Sponsoring Football Teams are on the Rise

Any concerns the governing body of the English Premier League might have had about the league and its players being associated with the gambling industry are clearly concerns of the past. The fact is the EPL is the best football league in the world and the online gambling industry is one of the fastest growing sectors on the internet. The idea these two behemoths would eventually start forming sponsorship partnerships has become a reality.

There are few different things that are driving the increase of activity we are seeing between online gambling providers and a number of the Premier League’s best teams. First, Europe and particular the UK are filled with football fans that love to gamble on sports. When large bodies of customers are sitting on both sides of a deal, the deal is likely going to be fruitful for both parties involved.

Another thing driving the increase in activity is the EPL’s desire to affiliate with sponsors that better fit into a sports model. Emirates is a fine airline and has certainly been a great jersey and kit sponsor for a number of top European soccer clubs, but what real affiliation is there between football and air travel. The connection between sports and gambling is unquestionable.

Discussing the Partnership Benefits for Both Sides

A good partnership is an agreement that provides all participating parties with what they want/need. The benefits of a sponsorship deal between an EPL team and a gambling provider like Casumo are clear. For the EPL team, there’s a tremendous infusion of cash that can be used to strengthen developmental soccer teams, plus provide team owners with enough capital to offset the rising costs related to player contracts.

On the gambling provider side of the ledger, the gold they seek is exposure. In a highly competitive industry that’s growing incrementally year-over-year, any additional exposure an online gambling provider can get is like gold. The newer sponsorship deals are providing gambling organizations with an amazing opportunity to reach hundreds of millions of potential customers via live attendance and cable TV exposure. Both sideline banners and jersey advertising are proving to be very effective ways to inspire soccer fans to sign up and gamble on football matches. The cherry on top for gambling providers is the chance to gain access to superstar players, who could prove to be great promoters of the gambling company’s brand.

Gambling Sponsorships Are on the Rise

While gambling sponsorships with EPL teams have been ongoing for the past 10 years, the number of teams now willing to sign said partnership agreement is heading in an upward trajectory. It’s gotten to the point that every time a major EPL team’s current sponsorship deal closes in on expiration, gambling providers are being given the green light to submit proposals. Knowing the value they can derive from the marketing dollars they would invest with an EPL club, gambling providers are showing a willingness to step up with aggressive deals. That’s music to the ears of EPL team owners.

Current Partnerships

Up until about five years ago, the number of partnership deals between EPL clubs and gambling concerns were two to three at any given time. In the last five years, the number has grown to 10 clubs with significant sponsorship deals with online gambling providers. To date, the big money clubs like Chelsea, Arsenal and Manchester United have yet to sign a deal, but there are a few bigger market clubs currently under contract. The list includes Bournemouth (M88), Everton (SportPesa), West Ham United (Betway) and Wolverhampton (W88) among others.

By all accounts, this is just a tip of the iceberg. As long as both sectors can operate with transparency and above board, this is a trend that could lead to almost every EPL team eventually having some kind of deal with a gambling company.