How embedded is football sports betting in the Premier League?

Whilst Chief Executive Richard Scudamore says the Premier League will not accept a betting partner and against the background of horseracing’s move to banish betting companies who don’t contribute to the sport, we look at how fully embedded sports betting sites are in the Premier League.

The Gambling (Licensing & Advertising) Act which came into force a year ago requires gambling operators that provide facilities for remote gambling or advertise to consumers in Britain to obtain a licence from the Gambling Commission with the stipulation that the Commission would “not normally license such operators unless they have a British facing business and currently either transact with British customers or have a clear business plan for doing so in the future.”

In practice, the new Act has had little effect on the growth of betting partnerships for Premier League sides, with every Premier League side having at least one such partnership in place – and the more popular sides having agreed deals with different bookies in different territories as we can see from the listing below:

AFC Bournemouth

  • In June 2015 Mansion (Gibraltar) was announced as shirt sponsor with whom there would also be “mutually beneficial marketing activities.Is Rotherham really the pie capital of the football world? | The Knowledge-mansion_bournemouth-jpg

Arsenal

  • In August 2015 Betfair was named Official Betting Partner in Europe, taking over from Paddy Power.
  • In August 2013 a three year deal was signed with Bodog as Official Betting Partner in Asia

Aston Villa

  • In June 2015 Betfair and bet365 were named as Official Betting Partners with “co-exclusive rights”.

Chelsea

  • In June 2015 BetVictor was announced as Official Global Betting and Gaming Partner.
  • In January 2014 Coral was announced as European online betting partner until June 2016.

Crystal Palace

  • In June 2014 William Hill was named as Official Betting Partner with whom the club looked forward “to a successful and long-term association”.
  • For the 2013-14 Championship season, 12BET was Official Betting Partner and stadium sponsor.

Everton

  • Dafabet has been Official Betting Partner since 2012 and extended their contract to the end of 2017-18 in April 2015.
  • In August 2015 Coral was named European Official Betting Partner in two year deal.

Leicester City

  • In August 2015 Betfair was named as Official Betting Partner to replace 666Bet who had been Official Betting Partner and exclusive European Betting Partner for the 2014-15 season but who lost their gambling license.

Liverpool

  • In July 2015 Marathonbet was named UK region Official Betting Partner in three-year deal.
  • In November 2014 Betfair was announced as Official Betting Partner in the United Kingdom, Spain, Republic of Ireland, Denmark, Bulgaria and Italy.
  • In May 2014 188Bet extended its Official Betting Partner deal for Brazil and Asia for another two years.

Manchester City

  • On 15 October 2015 Betsafe, was unveiled as an official betting partner across its core regions.
  • In August 2013: 188Bet named international Official Betting Partner.

Manchester United

  • In August 2015 Marathonbet announced a multi-year agreement to become Official Global Betting Partner, excluding China and the USA, replacing Bwin who had been reported to have been paying €2.4 million a season.

Newcastle United

  • In August 2015 Coral was named as official online betting and gaming partner after agreeing a two-year deal.

Norwich City

  • In August 2015 Coral was named Official Betting Partner and new sponsors of the Barclay Stand at Carrow Road.

Southampton

  • In August 2015 Betfair was named as Official Betting Partner.

Stoke City

  • Bet365 is a Principal Club Partner with Peter Coates as the chairman of both Stoke City and Bet365.

Sunderland

  • In July 2015 Betfair was announced as UK Official Betting Partner.
  • In June 2014 a deal with Asian betting and gaming partner TLC188 which started in 2012 was extended to 2017.

Swansea City

  • In June 2015: 12Bet was named as Official Betting Partner for 2015-16.
  • SBOBET has been an overseas betting partner and Bet365 a European betting partner.

Tottenham Hotspur

  • In August 2014 the THFC signed a record two-year deal with Marathonbet to become the new exclusive betting partner for the start of the 2014/15 season.

Watford

  • Commenced partnership with 138.com in 2013.

West Bromwich Albion

  • In August 2015 a one year partnership announced with NetBet while Bet365 continued as UK and European betting partner.

West Ham United

  • In February 2015 Betway announced a new partnership to become the club’s new principal sponsor.

The importance of betting partnerships becomes even clearer when we look at shirt sponsorships over recent years in the Premier League, where, despite the attraction of football for a large number of brands, betting companies are becoming increasingly prominent – particularly for the teams outside the Premier League elite:

AFC Bournemouth – Mansion
Aston Villa – Dafabet
Crystal Palace – Mansion
Stoke City – Bet365
Sunderland – Boylesports (2009-10) and Dafabet
Swansea City – 32Red (2012-13)
Tottenham Hotspur – Mansion (2009-10)
Watford – 138.com
West Bromwich Albion -TLC Bet
West Ham United – SBOBET (2012-13) and Betway

Burnley – Fun88 (2014-15)
Hull City – 12Bet (2014-15)
Fulham – Marathonbet (2013-14)
Wolverhampton W – Sportingbet (2009-10 and 2010-11)
Bolton Wanderers – 188Bet (2009-10 and 2010-11)
Wigan Athletic – 188Bet (2009-10 and 2010-11)

Betting-related shirt sponsors (2015-16, unless stated)

With fans still often choosing bookmakers based on who sponsors their team, with the Premier League enjoying unparalleled prestige around the world, with formidable defences against match-fixing having been erected in terms of high player salaries and with no legislative moves against gambling even on the horizon, the future looks bright for the betting companies partnering with Premier League clubs – even if England and Wales’ top tier does not go the way of the Football League in accepting betting company title sponsorship.

How embedded is football sports betting in the Premier League?

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