Football Ground Map
Football Ground Map
The betting companies have an ideal target audience in football fans and anything around football, so it's no wonder there's been an increase in the sponsorship deals with gambling companies from around the world in the United Kingdom. Gambling companies play a prominent role within the sports industry, as they create content that engages and influences football fans. Also, they provide cash flow for football teams through sponsorship deals.
Top football teams in Premier League hold some of the most lucrative sponsorship deals (Manchester United - Chevrolet US, Chelsea - Yokohama Japan, Arsenal - Fly Emirates UAE, Manchester City - Etihad Airways UAE), while some lower-league and national league teams are being sponsored by gambling companies from around the world. Apparently, there are some restrictions that limit some aspects of sponsorship, but gambling companies build a relationship with large football audience through sponsorship deals nevertheless.
Just a few days ago, British Championship team, Bristol City, revealed Swedish online casino operator Dunder as their new shirt sponsor. Launched in 2016 by two Swedish casino enthusiasts, Dunder has become known as one of the most innovative online casino companies, with a focus on simplicity, fairness and making gaming fun with its player-first approach. This move is somehow expected from Dunder, as they are targeting mainly Scandinavian and UK audience and according to its Casino Guru review, they are a well respected and reputable online casino to play at.
This type of advertising via football clubs isn't such a new thing in the UK. So far several bookmakers and online casino operators signed sponsorship deals with football clubs. The UK based betting company 888sport, sponsor four teams in the English Football Championship League, Birmingham City, Brentford, Nottingham Forest and Preston North End. Malta-based betting company, Betway signed a sponsorship deal with West Ham football club back in 2015 to become the main shirt sponsor for the London club.
The FA's attitude towards betting industry isn't positive. In 2017 they decided not to work with betting companies anymore, and they ended their partnership with Ladbrokes. On the other hand football clubs still can work with any brands they want. At this stage, the current government doesn't have any plans to tighten up the rules surrounding sponsorship deals between football teams and operators. However, if Labour can get into power, things may change in the coming years.
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