Sports Betting Sponsorship Deals In English Football Championship, Spanish La Liga

Sports betting and soccer are synonymous throughout Europe and it won’t be long before that is also true in the United States. During the short offseason in European football there’s a frenzy of activity in transfer markets as well as with sponsorship agreements. A big deal was consummated earlier this week as newly promoted English Premier League side Norwich City signed on Asian facing sportsbook Dafabet as a shirt sponsor. Two other sponsorship deals have also been announced in the past few days involving teams in the English Football Championship and Spanish La Liga.

In England, online casino operator Casumo has agreed to a two year deal with Football Championship side Reading FC. Casumo has recently released their first sports betting product and their sponsorship of Reading FC will replace energy drink Carabao. As is typically the case in Europe, Casumo branding will appear on Reading FC kits with the exception of youth replica kits. This is a common move intended to placate busybodies and scolds.

Casumo UK & Ireland country manager Greg Tatton-Brown had this to say:

“Casumo is extremely excited to launch this partnership with Reading Football Club, in what is an historic moment for our brand. We are passionate about working with the Royals to make Madejski Stadium a fun, vibrant and exciting environment for its fans over the course of the next two years.”

Reading Chief Executive Nigel Howe had these comments:

“As a club we celebrate our history, football traditions and our glories gone by – but we also pride ourselves on being innovative and forward-thinking. Like Casumo, we strive to provide a fun, friendly and exhilarating environment for our fans and we look forward to working closely with Casumo this season and beyond.”

In Spain’s La Liga, Valencia has announced a partnership deal with the bwin sportsbook. Bwin replaces US cellphone manufacturer Blu Products as shirt sponsor for the next three seasons. Bwin already has a relationship with Valencia and has been the team’s online betting partner for several seasons. Neither side has released financial details but Valencia’s deal with Blu Products was worth €4 million per season and there’s every reason to think that the bwin deal exceeds that amount. It is likely in the same financial range as Sevilla’s two year deal worth €5 million per season with Marathonbet announced in late June. Marathonbet replaced the social gaming company Playtika as Sevilla’s shirt sponsor.

Valencia CF president Anil Murthy had this to say (translated from Spanish):

“bwin are leaders in their sector, and set the benchmark for their technological innovation, transparency and dynamism. Valencia CF share these virtues and I am convinced that strengthening this alliance will be tremendously beneficial for both parties. We hope to make history together.”

The deal will see bwin branding and logo on the front of Valencia’s official match and training shirts for both the first team and reserve team VCF Mestalla. The kits will be worn in all matches in La Liga, the Copa del Rey and European competitions. There will be plenty of bwin branding at Vallencia’s home field Mestalla Stadium along with it’s Ciudad Deportiva de Paterna training facility.

About the Author: Jim Murphy

For more than 25 years, Jim Murphy has written extensively on gambling theory and practice. Jim Murphy has been quoted in media from the Wall Street Journal to REASON Magazine. Murphy worked as a radio and podcasting host broadcasting to an international audience that depended on his expertise and advice.