Dominance and popularity of Football Shirts and Gaming Sponsors

Football is a beautiful game which attracts the attention of millions of fans worldwide. The game is connected to the colors of each team. Shirt colors are part of team identity and sign of recognition for a wide audience. If you watch or play football games, you have probably noticed that each team has its logo. Football logos come from famous sponsors which invest millions of euros to finance the best world clubs.

Taking a look at Arsenal football club, we can see their current sponsorship deal with Betfair. The contract remains into force until the end of the season. Marketing and brand director at Betfair, Paul Gambrill said:

“We’re thrilled to be extending our contract with Arsenal, after a hugely successful first season with the club. Arsenal is a fantastic club and we look forward to engaging with their incredible fanbase again next season and beyond.”

If we take a look at football teams, we can see that the number of casino sponsors rises all the time. Now the leading gambling sponsors put their logos on teams’ shirts and become recognizable all over the globe.

When the sponsor from the gambling sector signs a sponsorship deal with the football team, it becomes more included in the overall infrastructure of the squad. It means that sponsors start to work on the development of football teams by financing all aspects of the squad. The United Kingdom made a compete reform of legislation in 2005 which allowed more relaxed advertising policy. From now on, top-notch sponsors can put their logos directly on players’ shirts.

Online casinos in the UK are very popular among residents. The country has fully regulated the area and now players can access safe and legal casino sites. If you want to join British sites, make sure to choose operators licensed by the UK Gambling Commission. One of the highly recommended options is Bet-At-Home casino. If you play at this site, you can rest assured about the gaming offer and diversity.

Gambling Companies and Sponsorships

Gambling companies have a large presence on the football field. If you look at numbers, you can see that 9 of 20 Premier League squads and about 70% of Championship teams have sponsorship logos on their chests.

Thanks to regular partnerships, teams have earned significant dividends and some have also renewed the sponsorship deals (West Brom and QPR). However, football teams have additional benefits from gambling sponsors apart from direct cash. These deals allow football teams to get more exposure to the global crowd.

According to the information, the UK is one of the most successful countries throughout the European continent in terms of gambling partnerships. 

Responsible Gambling Policy

Despite the apparent benefits of gambling partnerships, there are some concerns about this practice. Glasgow academics observed that an increasing number of betting sponsors on teams’ shirts raises concerns about health and social risks related to gambling. For this reason, some Premier League clubs are actively involved in the promotion of responsible gambling strategy.

Gambling operators use this advertising practice to promote their activities on the global level. Now the audience can mix two forms of entertainment in one and have a good time. Shirt sponsors demonstrate which provider should be chosen for betting purposes.

If we look closer to current partnerships, we can observe that they significantly differ from previous models. Previously, both partners used to come to the match to raise awareness about its brand. All these companies including beer, tech and software enterprises wanted to establish its name throughout the football audience.

As you can see, gambling firms are already famous all around the football world, but they want to further establish their names. Another reason for inclusion in such sponsorship’s deals is last-minute practice. Gambling operators hope that bettors can see their names on football shirts and choose to place last-minute bets with the same provider.