Cooperation between betting firms and football clubs: when money matters

New sponsorship proposals for football gambling in the UK are causing heated debate and conflicting reactions. Chelsea recently announced they were joining bookmaker, but the deal sparked widespread outrage and was canceled shortly after the announcement.

On advertising cooperation between gambling companies and football clubs

However, despite the scandal surrounding Chelsea, two more major bookmakers intend to bet on sponsorship of football teams in the English Premier League (EPL). This brings the total number of clubs where bookmakers are the main financial sponsors to nine.

The first club to sign the new agreement was Burnley. Previously, this club had sponsors from the gambling field. This time, Burnley has announced a partnership with online gaming operator W88, which will become their main sponsor. This decision did not go unnoticed and caused some resonance in the football community.

Another example is Fulham, who also brought in bookmaker W88 as their main sponsor despite backlash from fans. Fulham previously had a contract with sponsor Royal Caribbean, but they have now signed a long-term agreement for the 2023-2024 season with iGaming company Sbotop.

I would also like to mention the Blackpool team, playing in the third division, which, in fact, is not obliged to follow the new Premier League directive. However, they have roped in betting company LeoVegas, who previously sponsored Manchester City, for a partnership for the 2023-2024 season.

While these agreements will provide financial support to clubs and help them grow, they are causing concern among some football fans and the public. Sponsorship of gambling in football is recognized by many as a serious issue, as there are concerns that it could encourage gambling and unhealthy habits in people, especially among the younger generation.

Young people are highly influenced by advertising. For example, the page on this link,, advertises no deposit bonuses, and many users fall for this marketing ploy.

The UK has already introduced some restrictions on gambling advertising, including a ban on advertising during sports broadcasts. However, sponsorship of football league clubs allows betting companies to continue to promote their services using the image of famous and popular teams.

About the negative reaction

Recently, news about sponsorship deals in the world of football has caused heated debate and conflicting reactions. Recently, the famous Premier League club Aston Villa announced the choice of online gambling company BK8 as their main sponsor. However, this decision did not go down well with the club’s fans, especially given the new betting policies in the UK and the ongoing sentiment against this phenomenon.

The deal between Aston Villa and BK8 is for two seasons, but the level of enthusiasm it has generated may cast doubt on its longevity. Precedents show that widespread fan outrage can have a powerful impact on sponsorship deals, causing them to end early on. This was clearly demonstrated by the recent case of Chelsea, which announced an agreement with bookmaker to place its logo on players’ shirts. However, shortly after the announcement of this deal, it was canceled due to negative reactions from the Chelsea Supporters Trust and other organizations.

Such events show that fans have a significant influence on clubs and their voice has weight in sporting decisions. Their reactions and opinions are important to ensure popularity and support for their favorite teams. Fans often express outrage at gambling-related sponsorships, as there are concerns about the negative impact such partnerships have on younger generations and public perception of football.

Recently, football organizations and leagues such as the Premier League have begun to implement strict policies and restrictions regarding gambling advertising at sporting events and on club jerseys. The purpose of these measures is to reduce the risk of problems with the emergence and development of gambling addiction, and to protect the interests of fans, especially those who suffer from gambling addiction.

Sponsorship deals in football are of enormous financial importance to clubs, sometimes providing them with huge sums of money. However, fans and the public are increasingly expressing their views on such cooperation and demanding that clubs take their interests into account and warn against collaboration with companies related to gambling.