Nowadays, it’s hard to imagine a high-profile football club without at least a betting or gambling partnership. Some teams even have a few partners simultaneously: each one for a different region. The classic gambling partnerships are usually between a club and a sportsbook, but even complex gambling brands like Apple Pay online casino are now having collaborations with football teams. Some gaming brands are even occupying the shirts of legendary clubs with their logos.
Let’s learn more about recent trends in football and betting partnerships.
Why Gambling partnerships in football are natural
It wasn’t like that 40 years ago, as the commercial part of football was undeveloped. The concept of shirt sponsorship became a thing only in the 80s in most countries. And even in the 80s, gambling and betting companies were basically commercially invisible.
Back then, the business relied on local shops, and most visitors didn’t even pay that much attention to the brand of those outlets. They just went to the shop around the corner to place some bets. Now they can choose between thousands of brands and even choose casinos that accept apple pay or become a client of some other club.
The real boom occurred in the 90s, when more gambling brands began to prioritize their awareness, and when it became possible to run the business online. The companies already knew that football fans are their target audience. With football clubs being open to collaborations with sportsbooks and gambling brands, it was just a matter of time before we saw gambling logos on shirts and on stadiums.
Gambling and sportsbook brands entering the football scene are the result of the sport’s commercialization and the audience intersection. When the business went online, we saw a real boom in the gambling market. As more brands started their operations, we saw more collaborations and partnerships. It’s a natural development of things in the modern world.
The most iconic gambling + football partnerships
Years before the establishment of brands like Apple Pay casinos, gambling sponsorships were dominating the sports commerce landscape. Some of the collaborations are truly iconic.
Bwin’s reign in Europe
During the 2000s, European football saw the rise of the legendary BWIN (Betandwin) company. The Austrian giant was incredibly ambitious with its marketing and had deals with four top clubs:
- Real Madrid
- Milan
- Juventus
- Werder Bremen
Many football fans believed that BWIN was the biggest gambling brand in the world back then because of that massive marketing campaign. Seeing Cristiano Ronaldo, Raul, Del Piero, Pirlo, Nesta, and other stars wearing shirts with the “Bwin” sign on them is something that is impossible to forget for football fans. Another important aspect is that BWIN was essentially a pioneer at such a high level.
Stoke City and Bet365 are a loving family.
The connection between Stoke City and Bet365 is truly unique for the football and betting worlds. They have been together for so long, so it’s hard to imagine their partnership ever ending. They are like a sister and a brother.
The mention of sister-brother dynamics is very fitting when we are talking about Stoke City and Bet365. The siblings share the same owners, the Coates family, one of the wealthiest and most successful families in modern British history.
Peter Coates, the patriarch, started to build his empire in the 70s in Stoke. He put a considerable effort into creating the biggest betting shop network in Great Britain. In 2000, he and his daughter decided to start a new era and went online with the Bet365 brand.
The rest is history, and the history is that Bet365 is one of the biggest betting brands in the world. And this brand has a nest in Stoke-on-Trent, sponsoring the local team and even having the club’s stadium named after it.
888 and Sevilla
Many of those who now use casinos with Apple Pay to have some fun remember the emergence of a new power in European and Spanish football, Sevilla. The rise of the Andalusian side during the late 2000s was fantastic, as the team won the UEFA Cup (The Europa League) twice in a row, lifted the Copa del Rey, and had several top-3 finishes in La Liga. Coincidence or not, but during that period, Sevilla had 888 as their shirt sponsor. Even now, we can see hundreds of Sevilla fans wearing retro shirts with “888” signs on them.
Recent controversies and regulations in gambling partnerships
Nowadays, local authorities in different countries put a significant effort into moderating gambling sponsorship in football. For example, EFL will ban betting companies from shirt sponsorship starting from the 2026/27 season. While in Spain, DGOJ had already implemented restrictions that led to a reduction in the number of gambling sponsorships in La Liga. Italy, Germany, Australia, and several other countries are also attempting to make life more difficult for betting operators.
Despite all the regulations and restrictions, we still have stories like when Arturo Vidal launched an offshore online casino in Chile, despite strict policies against such companies in the country. Another case is when an operator creates an informational service and uses that service to sign a deal with a football club.
Clubs are unlikely to promote direct sign-up links or logins to any gambling brand on their shirts in the future. Still, this doesn’t mean gambling sponsorships will disappear. The industry will adapt, because the connection remains strong and valuable for both sides.
It’s even possible that we’ll start seeing content such as Apple Pay online casino reviews on football club websites as an alternative form of cooperation between teams and gambling operators.
The material suggests information provided by a gambling expert — Julia Kotvytska.
–
Sponsorship Disclaimer:
This article is sponsored by Auspokies.net. All opinions and information presented in this piece are for general educational and entertainment purposes. Respect My Region does not endorse or promote any specific gambling platform, product, or service. Readers should always do their own research before engaging with any brand mentioned in this article.
Gambling Disclaimer:
Respect My Region covers culture, sports, gaming, and entertainment. Nothing in this article should be interpreted as gambling advice or encouragement to participate in wagering activities. Online gambling laws vary by location, so readers should check their local regulations before accessing any gambling or casino services.:
If you choose to gamble, do so responsibly. Never wager money you cannot afford to lose. If you or someone you know is experiencing signs of problem gambling, please seek help through your local support resources or visit https://www.ncpgambling.org
