Top 5 Biggest Gambling Sponsorship Deals In The Premier League
The English Premier League is one of the most popular and competitive football leagues in the world, attracting millions of fans and generating billions in revenue each season. Beyond the action on the pitch, the league thrives on commercial deals, with sponsorships playing a major role in club finances.
Among these, gambling companies have been some of the biggest contributors, securing high-profile partnerships with clubs to boost their visibility. Over the years, these deals have not only brought in millions but have also shaped the financial landscape of the league, which is something any gambling company who wants to be considered as the best casino or the best sport betting sites will find interesting as it is a very competitive market. Here are the five biggest gambling sponsorship deals in Premier League history.
West Ham United and Betway – £60 Million
West Ham United secured a record-breaking £60 million deal with Betway in 2019, making it the most lucrative gambling sponsorship in the league at the time. Betway first partnered with the club in 2015, and the long-term extension strengthened their financial position. The agreement placed Betway’s logo on the team’s jerseys and training kits, boosting visibility in both domestic and international markets.
West Ham’s association with Betway provided crucial financial backing, helping the club invest in squad improvements and infrastructure. The deal also emphasized the growing influence of betting companies in English football, despite increasing scrutiny over gambling sponsorships in sports.
Everton and Stake.com – £60 Million
In 2022, Everton signed a £60 million sponsorship deal with Stake.com, making it one of the most significant agreements between a Premier League club and a betting firm. The deal covered multiple seasons, with Stake.com becoming the primary shirt sponsor.
The partnership generated controversy due to rising concerns over gambling’s influence in football. Despite the criticism, the financial injection helped Everton manage operational costs and squad development. Stake.com leveraged the deal to increase brand exposure worldwide, particularly in regions where online gambling has strong market potential.
Fulham and W88 – £40 Million
Fulham’s partnership with W88 marked one of the highest-paying gambling sponsorship deals in Premier League history. Signed in 2022, the agreement was valued at around £40 million. W88, a global betting brand, took the front-of-shirt sponsorship position, ensuring high visibility during Premier League matches.
The deal was significant for Fulham, a club that had been in and out of the top flight in recent years. The financial backing supported their efforts to strengthen the squad and compete at a higher level. W88 also used the sponsorship to expand its brand reach, capitalizing on the Premier League’s global audience.
Crystal Palace and W88 – £36 Million
Crystal Palace secured a major deal with W88 in 2020, worth approximately £36 million. The agreement made W88 the main shirt sponsor for the 2020/21 season, with branding featured prominently on jerseys and across the club’s platforms.
The deal arrived at a time when gambling sponsorships faced increasing restrictions, making it one of the last high-value agreements before regulatory changes. The financial boost allowed Crystal Palace to reinforce their squad and enhance club operations. W88, in turn, gained substantial brand exposure through match broadcasts and digital promotions.
Newcastle United and Fun88 – £32 Million
Newcastle United’s long-term partnership with Fun88 was one of the longest-running gambling sponsorship deals in the league. Signed in 2017 and later extended, the agreement was valued at approximately £32 million. Fun88’s branding featured on Newcastle’s jerseys and digital channels, strengthening the company’s presence in European and Asian markets.
The deal played a crucial role in Newcastle’s commercial revenue strategy, helping them compete financially with other Premier League clubs. However, the partnership ended in 2023 following the club’s ownership change and a shift in sponsorship strategy.
Why Gambling Companies Invest in the Premier League
GoldenPanda Casino, a famous casino not on GamStop are among the companies exploring the chances of investing on EPL clubs, but why? The Premier League is one of the biggest sporting leagues in the world, drawing millions of viewers every week. Its massive audience, global reach, and passionate fanbase make it a prime marketing platform for brands, and gambling companies have taken full advantage. Their investment in sponsorship deals isn’t just about visibility; it’s a strategic move to position themselves at the heart of the football experience. But what makes the Premier League such an attractive space for betting firms?
Massive Global Audience
The Premier League is broadcast in over 200 countries, with millions of fans tuning in weekly. This level of exposure provides gambling companies with unparalleled marketing opportunities. By sponsoring clubs, these firms ensure their logos are visible during matches, interviews, and promotional materials, giving them continuous brand presence.
Association with a Prestigious Brand
Premier League clubs are among the most followed and respected in the world. Associating with them lends credibility to gambling brands, positioning them as trusted entities in competitive betting markets. This kind of association can enhance customer confidence and increase betting activity.
Increased Betting Engagement
Football fans are a key target audience for betting companies. Many supporters place wagers on games involving their favorite teams, making the Premier League a prime advertising space for sportsbooks. Sponsorship deals not only build brand recognition but also directly drive user engagement with betting platforms.
Digital and Social Media Reach
In addition to stadium branding and TV broadcasts, gambling firms benefit from club social media promotions. Premier League teams have millions of followers across platforms like Twitter, Instagram, and Facebook. Sponsorship agreements often include digital collaborations, ensuring betting companies reach even wider audiences beyond traditional advertising methods.
Conclusion
Gambling sponsorships have provided Premier League clubs with substantial financial support, helping them strengthen squads and improve operations. Deals with companies like Betway, Stake.com, and W88 have shaped the league’s commercial revenue.
Despite their financial benefits, gambling sponsorships in football face increasing opposition. Regulatory bodies and fan groups have called for stricter measures to limit betting-related advertisements, citing concerns over problem gambling. In response, the Premier League announced that front-of-shirt gambling sponsors would be phased out by the 2026/27 season.
As clubs seek alternative revenue sources, gambling companies will likely shift their focus to digital partnerships and secondary sponsorships. While the era of high-value front-of-shirt deals may be ending, the financial influence of betting firms in football remains significant.
