My Football Facts ⇒ Articles
By Jonathan Lewis | 19th Jun 2023
There’s a high concentration of quality in European football. Although some leagues further afield are attempting to bring big names to compete with the immense depth of quality in the English, Spanish, and German leagues. The most notable attempt has come from the Saudi Arabian league, which has attracted huge names like Cristiano Ronaldo, N’Golo Kante, and Karim Benzema over the last twelve months.
Saudi Arabia is a country that has the financial muscle to attract these players because they are an incredibly oil-rich nation. However, other leagues, especially in Europe, rely on endorsements and TV money. Increasingly, these big budgets are coming from the gambling sector, fuelling many big clubs’ finances, especially in England. Over a quarter of all English Premier League teams currently have a strong endorsement relationship with sports betting and online casino operators.
Newcastle United
Following their colossal takeover, Newcastle United is currently securing a sponsorship with a company in the Middle East. However, they have closely tied with casino companies over the last few seasons, developing substantial sponsorship deals. Their previous owner Mike Ashley was no stranger to casino gambling, and the billionaire businessman was known to frequent some of the world’s biggest casinos as a high-roller.
The United Kingdom has some of the loosest gambling laws in Europe, allowing some of the biggest names in the online casino industry to develop a solid customer base and generate billions in tax revenue. Mike Ashley, the land-based casino aficionado, was more than happy to allow digital casino companies to don their logos on the front of their jersey. Truth be told, a live casino online provides all the same types of entertainment and games as a land-based casino; and often, the experience is better.
Online casinos continue to gain more reputability within the sector due to enhanced customer convenience and more attractive welcome bonuses, which you rarely find at their land-based alternatives. These businesses have thrived over the last decade and continue to gain more stature, given their close connection with several of the Premier League’s powerhouses.
Everton FC
Everton FC is the most notable English club with a strong history of gambling sponsorship. The nine-time league winners have had an assemblage of gambling sponsors over the years, partnering with several sports betting companies and casinos. While some people besmirch the rising correlation between Premier League sponsorship and online casino and sportsbook sponsorship agreements, it has proven to be a reliable stream of sponsorship revenue for Everton for over a decade.
If you’re a superstitious Evertonian, you might be hoping that Everton moves away from this type of sponsor and onto ones that might bring them more luck, considering they seem to be fighting for their Premier League survival in the final games of each season!
Aston Villa
Villa is part of the English footballing heritage as one of a handful of English clubs that won Europe’s highest honor when they lifted the European Cup in 1982. While they no longer have a gambling sponsor, back when their hometown star Jack Grealish played for them a few years ago, they were closely associated with gambling sponsors. As the biggest club in England’s second biggest city, famous football clubs don’t come much more significant, grander, or with more heritage than the famous Aston Villa.
Werder Bremen
As one of Germany’s most esteemed clubs, Werder Bremen is a club in mainland Europe with strong ties to casino sponsorship. The four-time league winners spent more time in German football’s top flight than any other club despite their relegation a couple of years ago, which saw them back in the Bundesliga at their first attempt. Bremen has longstanding and amicable ties with various sports betting and digital casino companies, like many other teams in German football’s top tier.
Final Thoughts
Gambling sponsorships run deep into the veins of the financial arm of many Premier League clubs. The Scottish Premiership used to bear the name of a gambling company until very recently, and the lower tiers of English football are sponsored by digital casinos and sportsbook companies too.
Casino sponsors will likely see their visibility reduce in the coming years, as it looks like the UK wants to allow more companies to have their fair shot at sponsoring some of these colossal sports clubs. The popularity of gambling in the UK has fuelled the rise of these digital casinos, placing them in a financial position whereby they can sponsor some of the most famous names in football.
German teams have strong ties, as do some of the most prominent Dutch clubs like Ajax as well as French teams who compete in Ligue 1. Some people are unaware of how much the digital casino industry has impacted the world of football sponsorship. In reality, it shouldn’t be a shock considering gambling and sports are two industries that heavily intertwine.
