Top Betting Brand Sponsors in the Premier League

Sponsorship deals are a symbiotic relationship between teams and betting brands in professional sports. For teams, they are a significant source of revenue, and for bookmakers, they are a strategic marketing move. When a betting brand enters into a sponsorship deal with a team, it pays to identify itself with the team, usually by placing its brand’s logo on the team’s jersey, among other marketing activities. This provides brand exposure and advertisement on the biggest platforms.

Despite the ethical considerations, popular betting brands like this website have become more prevalent as sponsors of sports teams. After all, the teams need the money, and one could argue that there’s no better advertising platform for a sportsbook than identifying with renowned clubs. The English Premier League is a prime example of this. In the past five seasons, at least eight teams in the league have had bookmaker sponsors each season, except for the 2020/21 season. 

This article explores some of the top betting brand sponsors in the premier league as of the current 2023/24 season. Let’s dive right in!

Betway

Betway is a leading online betting company with a license to operate in the UK, the US, South Africa, and thirteen other countries. The company was established in 2006, and its headquarters is currently situated in Gżira, Malta. It is currently the official sponsor of the West Ham football club. And it has been in partnership with the club for almost nine years now.

The first Betway-West Ham sponsorship deal began in February 2015. It was a three-year deal reported to be worth £20 million. This agreement was West Ham’s biggest-ever commercial deal at that time. Upon its conclusion in 2019, both parties opted to extend the partnership for six more years. The extension is valued at £60 million, equating to £10 million annually.

Besides the West Ham partnership, Betway is also currently partnering with the Arsenal football club’s men’s team. The deal, signed in 2023, grants Betway branding rights at the Emirates Stadium. This covers all domestic home games, including EPL matches, the FA Cup, and Carabao Cup.

Betway is also the exclusive global betting partner of the Brighton Football Club. It is also currently Tottenham Hotspur’s official betting partner for Africa, a partnership that entails different fan engagement activities in the continent.

W88

W88 is another top betting brand that has established partnerships with several Premier League clubs over the years. Notably, the sportsbook sponsored Crystal Palace from 2020 to 2022 and Aston Villa from 2019 to 2020, among other affiliations.

W88 is currently the official sponsor for Burnley Football Club, its fifth sponsorship deal with a Premier League team. The one-season agreement, signed upon Burnley secured promotion to the EPL last season, is reportedly valued at £14 million.

This deal grants W88 the branding right as front shirt sponsors of the Burnley Men and Women senior team. It also included advertising rights in the Burnley home ground, Turf Moor, and the club’s digital channels.

Stake

Stake.com is an Australian-Curaçaoan online crypto casino and sports betting platform established in 2017. As part of the brand’s sports partnership portfolio expansion, it signed a sponsorship deal with the Everton football club in June 2022. Although this partnership with a crypto-betting sponsor was not well received by some of the fans, Everton decided to opt for it due to financial considerations.

This sponsorship deal would be the highest payment Everton has ever received from a shirt sponsorship deal in its 144-year history. The club stands to earn an impressive £10 million per year from this multi-year agreement.

As Everton’s primary partner, the Stake logo will prominently feature on the front of the men’s and women’s team shirts. The logo will also be displayed on screens and media backdrops at its home stadium, Goodison Park, and across all digital platforms associated with the club.

Dafabet

Dafabet is a leading Philippines-based betting brand that sponsors AFC Bournemouth in the premier league as a principal partner.  The Dafabet-Bournemouth partnership was initiated upon Bournemouth’s promotion from the Championship last season. It was a two-year partnership that involved featuring the brand’s logo on the front of the men’s playing shirts. Although not disclosed, the deal was reportedly worth a total of £8 million.

In addition to the principal payment, the agreement also requires Dafabet’s contribution to the club’s corporate social responsibility. This initiative demands a Dafabet donation to Bournemouth’s community trust to fund projects that help adults find work.

Hollywoodbets

Hollywoodbets is a South African betting company operating in South Africa, Mozambique, Ireland, and the UK. Originally a publishing company, Hollywoodbets transitioned into the betting industry in 2000. Since then, it has become a leading South African betting company, expanding its operations to the UK. In a strategic move to strengthen its presence in the UK market, Hollywoodbets currently partners with Brentford Football Club as its official shirt sponsor.

The initial partnership with the Bees was as its back-of-shirt sponsor. This arrangement meant that the betting brand’s name appeared on the back of both the first-team and B-team jerseys rather than on the front. However, upon promotion to the EPL in 2021, Hollywoodbet improved the deal to be the official principal partner of the Brentford football team. The 2021 deal was signed for two years, reportedly worth around $3million annually. 

In 2022, Hollywoodbets expanded its sponsorship to include the team’s training and pre-game apparel and the uniforms worn by the technical staff. This expansion means that the Hollywoodbets brand name will also feature prominently on these kits and uniforms.

Conclusion

Despite the various ethical concerns, gambling brand sponsorships of teams remain a prominent feature in sports. From financial support and brand exposure to fan engagement, the benefits of this symbiotic relationship between both parties are significant. And this suggests that we can only expect more and bigger deals in the years ahead.