It’s more common than ever to see online casinos and bookmakers logos on Premier League shirts. Whilst the number has dropped from its peak of 10 last season, the 2017/18 Premier League lineup still has 9 teams favouring betting companies each offering the best football tips and odds.
Bournemouth and Stoke City are amongst those that have multi-million-pound deals in place. This contributes to the £47.3m collected by Premier League teams from the gaming industry. Along with the 16 teams in the second and third tiers, Sky Bet also recently renewed their 11-year deal sponsoring the English Football League.
5. Swansea City – Letou – £4.5m
The Swans have opted for the South East Asian firm Letou for this season, after last year’s BETEAST deal. Whilst the reported 1-year deal will see the team from South Wales net £4.5m for the year, Letou have also made a great impression with locals.
Letou CEO, Paul Fox, who has family in the area, launched the ‘Letou Goals for Good’ programme. The gesture sees the company giving their allocated corporate seating to local charities.
4. Newcastle United – Fun88 – £6m
Fun88 and Newcastle United announced their 3-year agreement in May 2017. Worth around £6m a year, Fun88 will display their logo on the Magpies’ famous black and white stripes. Ending their somewhat controversial 4-year partnership with loan company Wonga, they open themselves to a large Asian market.
Newcastle had held talks with Newcastle Brown Ale in what would be a return to one of the most synonymous commercial-club deals, but it wasn’t to be. Fun88 proved to be too good to turn down and signed a record-breaking deal for the club.
3. Crystal Palace – ManBetX – £6.5m
Before the new season started, Palace and sports betting firm ManBetX announced their new multi-year deal. Reportedly worth around £6.5m a year to the Eagles, this deal pushes Palace into the top half of the Premier League sponsorship table.
Announced alongside the clubs appointment of Frank de Boer as manager, the club has since parted ways with the former Dutch international. Former England manager, Roy Hodgson has faired a little better with the team currently sitting 13th in a crowded relegation fight.
2. Everton – SportPesa – £9.6m
In a season of new deals that broke club records, Everton’s deal with African betting firm SportPesa is no different. The massive deal, started in June last year, is worth around £48m over the next 5 years and sees the blue side of Liverpool end their 10-year association with Chang Beer.
With the deal in place, the Kenyan based firm has plans to open their new European headquarters in the city’s Royal Liver Building, bringing up to 100 new jobs to the area. SportPesa also has smaller partnership agreements with Arsenal, Southampton, Hull City and Spain’s La Liga as they look to gain exposure in a worldwide gaming market.
1. West Ham – Betway – £10m
After Swiss company Alpari collapsed during the 2014/15 season, West Ham were left without a sponsor. The club moved quickly to secure a new record deal with Betway. The original agreement was worth £20m over 3 years, but 18 months later Betway doubled-down.
Having committed to West Ham through the 2019/2020 season, the deal is now worth more than £10m a year for the Hammers. Although this is the 6th largest contract in the Premier League, there’s a big jump to the top 5.
Both Arsenal and Liverpool’s Fly Emirates and Standard Chartered deals earn them £30m a year, respectively. But American motoring giant Chevrolet’s £47m partnership with Mourinho’s Man Utd indicates that traditional industries are leading the way.
With the gaming industry on the up and barring any major changes to regulations around advertising, there’s a good chance they may bridge that gap next year.