Sports Sponsorship in Focus: Tottenham & BetMGM’s Deal

You may have missed it, but over the summer, Tottenham signed a deal with global betting company BetMGM to become the club’s official betting partner and front-of-shirt sponsor for the men’s training wear.

While gambling companies partnering with elite Premier League teams is nothing new, the move has raised eyebrows among the fanbase and received mixed reactions. The sports betting and casino industry is always seeking advertising and sponsorship opportunities with high visibility, and the Premier League remains the prime target. A quick look at a list from Bonusfinder UK highlights other key players in the gambling industry partnering with our league rivals, such as Betway with West Ham and LeoVegas with Wolves.

In this article, we’ll break down the key elements of the deal, explore what it means for the club, and examine the current landscape of sports sponsorship.

The Sponsorship Landscape

The first British football team to adopt a front-of-shirt sponsorship was Kettering Town in 1976. Surprisingly, this pioneering move came from a fifth-division side, which partnered with a local business, Kettering Tyres.

Since then, shirt sponsorship has been a non-stop arms race, with clubs vying to secure the most lucrative deals. Currently, Manchester City leads the pack for the league’s most expensive shirt sponsorship, worth an impressive £67.5 million per year – or one Dominc Solanke per year.

With deals of this magnitude, it’s no surprise that clubs treat their shirt sponsorships as one of their most valuable assets. The main shirt sponsor truly represents prime real estate in the world of football marketing.

Gambling Sponsors in Football

Gambling and football have been intrinsically linked for quite some time. The second tier of English football is known as the Sky Bet Championship, Stoke City plays in the Bet365 Stadium, and 11 of the 20 Premier League clubs currently feature gambling company logos on the front of their shirts. But why is this relationship so prevalent?

The answer is simple: money. Clubs often partner with gambling operators for financial reasons, the industry is seen as a ‘premium’ industry, so clubs can charge around 20% extra for adopting a gambling company as a sponsor. For sportsbooks, the appeal lies in the global exposure football provides, while for clubs, these partnerships offer a significant boost to their revenue streams.

However, the landscape is beginning to shift, and the rulebook is being rewritten. Premier League clubs have agreed to phase out front-of-shirt sponsorships from gambling operators. This decision follows mounting criticism over promoting gambling to vulnerable individuals and advertising in countries where gambling is illegal, such as China.

The Premier League are not leading the charge with this change to regulation. The deal will only see a full stop to front-of-shirt sponsorship at the end of the 2025/26 season. Italy’s Serie A (2019) and Spain’s La Liga (2021/22) have already adopted this approach regarding the promotion of gambling.

What the Deal Means for Spurs & BetMGM

So, what does the deal actually mean for Spurs and BetMGM? For Tottenham, the most significant benefit is the financial boost. Reports suggest the agreement will bring an additional £10 million annually, contributing to the club’s profit and sustainability. While this amount may not be transformative in Premier League terms, it will certainly help with improving the squad, paying players, and covering general expenses.

For BetMGM, the deal offers massive visibility and opportunities. Their branding will feature prominently as the main sponsor for Spurs’ training wear, on media backdrops, pitchside LEDs, and the stadium’s big screens. However, due to the shift in regulations regarding front-of-shirt sponsors, the training wear sold in retail stores will not include the BetMGM logo.

Additionally, the partnership creates opportunities for BetMGM to collaborate with players and produce content focused on Spurs and the Tottenham community. Both the club and BetMGM have emphasised their commitment to promoting responsible gambling, supporting safer gambling tools, and funding scientific research in this area.

Ethical Considerations and The Future

As mentioned earlier, both Spurs and BetMGM are emphasising responsible gambling in their partnership. However, with the widespread criticism of gambling sponsors within the football community, it’s vital for the club to avoid controversy and maintain its reputation.

At present, gambling in sports feels like a necessary evil—the financial incentives are simply too substantial for clubs to ignore. Yet, clubs must remain vigilant, ensuring their fans and supporters are not unfairly targeted or exposed as vulnerable individuals to gambling advertisements.

Looking ahead, the sponsorship landscape may eventually be shaped by different industries, offering a more ethically sound alternative. Ipswich Town’s collaboration with minority investor and lifelong fan Ed Sheeran is a compelling example of sentiment-driven partnerships. However, such arrangements rarely cover the financial demands of modern football. Cold cash still reigns supreme, which is why Spurs must prioritise promoting responsible gambling, offering support and resources to those affected, and working with BetMGM to improve the industry’s troubling track record on addiction and harm.

Closing Thoughts

The Tottenham-BetMGM deal is a clear example of how sports sponsorships are changing with the times. On one hand, it’s a financial win for Spurs, giving the club extra resources to invest in the squad and keep things running smoothly. On the other, it’s a massive visibility boost for BetMGM, putting their name in front of millions of fans around the world. But with gambling sponsorships facing increasing scrutiny and the Premier League set to phase out front-of-shirt deals, partnerships like this will need to adapt. It’ll be interesting to see how clubs and brands navigate these changes while still finding ways to work together in the future.