Manchester United Signs Deals With New Betting Sponsors After Agreeing to Ban

Manchester United is expected to announce Betway as its new training kit sponsor despite the club agreeing to prohibit gambling sponsors. This will be the last season clubs can display gambling companies on their matchday shirts, but the impending ban has not stopped teams from doing deals to promote betting.

The Athletic reported that the deal with Betway could be worth more than £18 million ($24.5 million) per year. This would make it the highest of its kind in soccer for a single partner. 

If the partnership goes through, the betting company’s logo and branding will be emblazoned on the players’ chests in exactly the same manner as the shirt sponsor ban is supposed to avoid.

The club frequently posts pictures of players in training kits, which are currently unsponsored, across its social media channels.

When announcing that clubs had voluntarily voted to ban betting sponsors, the Premier League said the decision was taken to reduce gambling advertising.

Betway One of Several Betting Partners

The deal with Betway follows Man Utd signing up Parimatch as its official betting partner across parts of Asia, the Middle East, and North Africa at the start of this season.

Betfred is also the club’s official betting partner, while the Hong Kong Jockey Club serves as another betting-related sponsor.

The club is also exploring potential sleeve sponsors, as its current deal with DXC is set to expire this summer.

United is working with the marketing agency Two Circles, led by former United sales manager Leo Thompson, to help find the best deal for a shirt sleeve sponsor. It is unclear if the club is considering partnering with a gambling company.

Sleeve Sponsors Also Allowed Under New Rules

The prohibition on front-of-shirt gambling sponsors does not prohibit teams from displaying gambling companies on their match-day sleeves.

Before signing a deal with Man Utd, Parimatch partnered with fellow EPL side Leeds United to become their sleeve sponsor at the start of this season.

Other Premier League clubs with gambling sleeve sponsors include Sunderland (LiveScoreBet) and Crystal Palace (Kaiyun Sports). The latter is unlicensed in the UK.

Unlicensed Betting Partners Still Allowed, For Now

The UK government has said it is considering banning clubs from doing deals with unlicensed gambling companies, but several teams still have valid deals.

In addition to Palace, Everton’s main sponsor is Stake, which lost its license last year.

Stake, Bournemouth’s sponsor bj88, and Wolves’ sponsor DEBET, were previously licensed in the UK through a white-label partnership with TGP Europe.

Despite having their licenses revoked, the companies have continued to appear on Premier League shirts and expose their brands at matches.

More Training Kit Deals Could Follow

Other clubs also have betting sponsors for their training kits at the moment. For example, Crystal Palace displays Net88 on their training kits.

The company primarily targets Asian markets and has been accused of money laundering and facilitating illegal gambling.

It does, however, now hold a UK license through a white-label partnership with Risq Capital.

The ban on front-of-shirt gambling sponsors could cost clubs up to £80 million in lost revenue, but training kits, sleeve deals, and other partnerships may help reduce that shortfall.

With clubs promoting betting on sleeves, training kits, and other promotional materials, it raises questions about what the ban on front-of-shirt sponsors is trying to achieve.

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 Manchester United is expected to announce Betway as its new training kit sponsor despite the club agreeing to prohibit gambling sponsors. This will be the last season clubs can display gambling companies on their matchday shirts, but the impending ban has not stopped teams from doing deals to promote betting. The Athletic reported that the
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