Teams win and lose all the time. Most of us put it down to the players, the managers – sometimes even the ref.
But there’s a lot more to creating a successful team in the English Premier League these days. The financial structure of the club is vital to long term success.
Factors like shirt sponsorship deals have become as important as a striker’s form or the mood of the manager. That’s why the history of casino and bingo sites sponsorship of teams has become such a hot topic.
How it all started
The relationship between casino operators and football clubs began to develop back in the 1990s. After the Premier League was formed in 1992, its great public profile attracted the leading gaming companies as potential sponsors.
With the arrival of online casinos in the late 1990s this grew in intensity. The online gaming world was proving incredibly popular and more and more players were being attracted to the sites.
By the early 2000s, a few of the top pioneering online casinos began sponsoring football clubs.
The 2010s saw a significant rise in the number of them sponsoring Premier League clubs. This was driven by the exponential growth of the online casino industry, particularly in Europe and Asia.
Online gaming was becoming a major part of the mainstream entertainment industry and profits were growing.
Major online casinos began striking lucrative sponsorship deals with top Premier League clubs. These often included shirt sponsorships, stadium advertising and digital content partnerships.
It seemed to benefit both parties. The sponsorships were lucrative for the clubs in a game that was increasingly money-driven, the exposure and publicity was valuable for the gaming companies.
The UK’s Gambling Act of 2005 had set the framework for advertising, and it allowed sponsorships by online casinos to flourish.
However, games of chance have always had their critics. Some began calling for tighter regulation.
The UK government and various specialist groups started to scrutinize the relationship between casinos companies and football more closely.
To ease concerns in 2019, the “whistle-to-whistle” system was introduced, where casino companies voluntarily agreed not to show their ads during live sports events before 9pm.
In recent years, casino companies remain significant sponsors and the debate around their role in football continues.
The UK government has been reviewing the Gambling Act. There’s ongoing discussion about whether the Premier League should regulate its sponsorships.
Some clubs continue to embrace online casino sponsorship, while others have voluntarily chosen to forgo these controversial deals.
The current situation
For the 2024/25 English Premier League season, 11 out of the 20 teams have front-of-shirt sponsorship deals with online gaming companies.
A ban on such sponsorships is due to take effect from the 2026/27 season but these partnerships are still prevalent as clubs capitalize on the remaining time to secure lucrative deals.
The teams with casino sponsors include Everton, Aston Villa, Brentford, Crystal Palace and West Ham United,
Is there any firm evidence about casino sponsorship?
The main impact of online casino sponsorship in the Premier League is the enormous effects on the financial aspects of the clubs.
Sponsorship deals with online casinos have provided Premier League clubs with substantial revenue. These deals are often among the most lucrative sponsorships available, allowing clubs to invest in players, facilities, and other resources.
For instance, Everton’s deal with Stake.com is reportedly their most valuable ever front-of-shirt sponsorship deal. A significant portion of the sponsorship income for some clubs comes from casinos, making these partnerships crucial for their financial stability.
Critics claim the visibility of casino brands on shirts and in stadiums is linked to the promotion of gaming sites among fans.
Some studies have shown that exposure to casino advertising can increase the likelihood of taking part and enjoying gaming entertainment online.
The likely future
Growing concern over the impact of who sponsors who sponsorships has led to increased scrutiny. The upcoming ban on front-of-shirt casino sponsorships in the Premier League from the 2026/27 season is a direct response to these concerns.
Some clubs have tried to pre-empt campaigners. The “whistle-to-whistle” ban, which prevents casino ads being shown during live sports events before 9pm, is one example of an initiative.
Conclusion
Online casino sponsorship has provided massive financial benefits to Premier League clubs. There is still however concern from various groups about its negative social impact.
The upcoming regulatory changes reflect growing recognition of these issues, as the league and its clubs seek to balance financial interests with answering the critics.
