Just recently, the United States based Major League Soccer announced that it will allow individual teams to pursue sponsorship from sports betting businesses. This has been a long time coming in the US but sports betting sponsorship of football has been ubiquitous in Europe for years. In the past few days, there have been several new sponsorship announcements of sportsbook and gaming sponsorship of football teams. One of the most significant is in the English Premier League.
In England, Norwich City has been promoted to the English Premier League and has signed a three year deal with Asian facing sports betting platform Dafabet. Dafabet will be the team’s principal sponsor and it’s logo will display on all three Norwich City kits along with branding on the City Stand and across Carrow Road for the next three seasons. As a concession to scolds and busybodies the deal excludes the Norwich City club’s youth replica kits.
Norwich City chief operating officer Ben Kensell had this to say about the deal:
“This really is an exceptional deal for Norwich City Football Club. Not only is it the most lucrative partnership the club has ever had by some way, this partnership alongside our commercial operation allows us to be materially more competitive as a self financed club. Something we are constantly striving to be in everything we do.”
“Securing shirt sponsorships at this level is of vital importance and with Dafabet’s history and longevity in sports sponsorship, we have an excellent partner to join us on our journey. We are delighted to be partnered with a top class and respected brand, synonymous with football and sporting sponsorships.”
Dafabet CEO Dimitris Karatzas got his blurb in as well:
“Everyone at Dafabet is delighted that we are now to be associated with Norwich City Football Club. We are proud of our past association with the Premier league, but we are even more proud to begin the new season with a partner steeped in history and tradition and a club that is highly respected for its sporting values. For us, this is the start of a very long relationship.”
Dafabet has been involved in football sponsorship for years and is perhaps best known for their shirt sponsorship of Scottish Premier League champions Celtic.