The Evolution of Premier League Betting Sponsorship: From Traditional to Digital Channels

The Premier League is one of the world’s most popular and widely watched football leagues. It has a huge global following, with millions of fans tuning in to watch their favorite teams. The role of Premier League sponsors has long been important to team finances, and we’ve seen some extremely lucrative pacts made over the years.  In this blog post, we will take a look at how betting sponsorship has evolved over the years and how it is now being done primarily through digital channels like, and what we can expect moving forward.


What is betting sponsorship?

Betting sponsorship is an advertising agreement between a betting company and a sports team or league in which the company agrees to pay the team or league for the right to display its branding on its shirts or stadiums. These deals are usually multi-year agreements and can be worth millions of dollars. The Premier League has had numerous betting sponsors over the years.

Premier League betting sponsors are ubiquitous for English football fans, as it allows companies to receive significant publicity. For example, sponsorship logos can be found on club shirts or sleeves, and advertising banners may decorate the stadium’s perimeter. Also, commercials are aired before and during games.

Regarding the EPL, here is a list of the teams who got a shirt-sponsored deal by betting companies and the years covered by the agreement:

  • Team: Bornemouth – Shirt sponsor: Dafabet – Years:  2022-2024
  • Team: Everton – Shirt sponsor: – Years: 2022-Not Reported
  • Team: Fulham – Shirt sponsor: W88 – Years: 2022-2023
  • Team: Leeds United – Shirt sponsor: SBOTOP – Years: 2022-Not Reported
  • Team: Newcastle United – Shirt sponsor: FUN88 – Years: 2020-Not Reported
  • Team: Southampton – Shirt sponsor: – Years: 2021-2024
  • Team: West Ham United – Shirt sponsor: Betway – Years: 2019-2025

Aside from that, Premier League clubs sponsored by betting companies also provide sponsorships with a lot of material for their social media platforms. It usually takes the form of authorised footage (photo or video), which may then be utilised as promotional material. Furthermore, because the Premier League has such a large global audience, any major sponsor will get a huge platform to display their brand. Bookies can thus achieve significant profit on their investment.

Betting sponsorship evolution

Betting has always been a popular pastime in the world, and it’s no surprise that the industry would want to get involved with sponsoring Premier League teams. In the early days of the Premier League, betting companies were some of the most prominent sponsors. Brands were regularly seen on team shirts and around stadiums.

The current gold rush of revenue from betting companies sponsoring Premier League clubs may eventually come to an end if the UK government decides to make them illegal. This would mean that Clubs that have these partnerships will need to look for other sources of income.

However, a new generation of betting businesses may emerge if the UK government were to reverse its existing rule. With Crypto and NFT technologies becoming more prominent, firms in this sector could establish closer ties with Premier League clubs.

Digital betting sponsorships

With the rise of digital gambling, it’s no surprise that we’re now seeing more and more betting companies sponsoring Premier League teams via digital channels. These companies have agreements in place with several Premier League teams to display their branding on their websites and social media channels. With this type of sponsorship, betting companies are able to reach a much wider audience than they ever could with traditional advertising.

It’s not just online gaming sites getting involved in digital betting sponsorship. We’re also seeing casinos sponsoring Premier League teams, using their platforms to reach out to new customers. This is an extremely effective way of marketing, as it allows casinos to target a specific audience.

Furthermore, digital betting sponsorships are often far more cost effective than traditional advertising methods. This is because they can be targeted much more accurately, and they also have the potential to reach a far wider audience.

Looking to the future

It’s clear that the world of betting sponsorship is changing, and it’s likely that we’ll see even more changes in the years to come. With the rise of digital gambling, we’re likely to see more and more digital sponsorships as companies look to reach out to new customers. We may also see a change in the types of companies sponsoring Premier League teams.