A Winning Match: Casinos Sponsoring Football Teams

Date published: Friday 15th September 2017 7:38

By now, football spectators have gotten used to seeing household brands like Nike or Coca Cola along the sidelines of stadiums and front and center on jerseys. This new Premier League season sees half of the teams competing – for the first time ever –  being sponsored by online casinos and gambling sites.

And this trend isn’t just limited to the UK – it’s a worldwide phenomenon. Here’s a quick rundown of who you’ll see sponsoring who:

Bwin Sports and Online Casino

Take bwin for example, one of Europe’s biggest sports betting and online casino companies. It has been a major player in sports sponsorships for over a decade. Bwin’s logo has appeared in all of Portugal’s 32 first and second league stadiums including the country’s three biggest clubs, FC Porto, Benfica, and Sporting Lisbon.

…And that’s just Portugal.

Bwin also has sponsored the Spanish record-breaking team, Real Madrid, since 2007. As the team’s main sponsor, bwin represents it’s Official Online Gaming and Betting Partner. Bwin also sponsors England’s top-fight club, Manchester United, since the beginning of the 2012/2013 season. Those are only a few examples. Among its other sponsorships, you can include teams like Juventus, Portugal Liga, AC Milan, and FC Bayern Munchen… and that’s only the beginning of the long list of Bwin’s sports sponsorships.

Bodog Online Casino

Bwin isn’t the only betting company sponsoring major teams. Bodog Casino, Sports, and Poker also has it’s hands in the honey pot – Bodog became the Official Asian Betting Partner of England’s Aston Villa Football club for the 2016/2017 season.

The betting company also recently signed a shirt sponsorship deal with Brazilian footballers Corinthians Steamrollers. Based in Sao Paolo, the Steamrollers play American-style football in the São Paulo Football League of the Confederação Brasileira de Futebol Americano.

However, Bodog got into some hot water back in 2016 when it launched a promotion campaign for Ayr United, featuring topless female models wearing body paint jerseys. The ads caught some heat after a number of complaints were made about the women wearing just body paint in the club’s 2016-2017 colours.

The Betsson Group

The Betsson Group, a leading provider of online betting, live betting, live betting odds, casino games, and poker, also has many sports sponsorships. The Swedish betting company owns well-known online casinos like Betsafe, Casinoeuro, StarCasino, NordicBet, and Jackpot247.

Back in 2011, Betsson signed a sponsorship with London’s Arsenal FC. In early 2017, Betsson’s StarCasino brand became the official gaming partners of the Italian football club, Juventus. The sponsorship deal only adds the list of Betsson partnerships which also include Manchester City as partner of the brand Betsafe and the Hockey SHL for the brand NordicBet.

Betsson Group’s Betsafe and StarCasino will host Star Sixes, the first-ever competitive tournament for renowned former international footballers taking place in London’s O2 Arena between July 13 to16. The event will feature top footballers from 12 countries including England, Brazil, Germany, Spain, France, Italy, and Scotland. Betsafe has become the Principal Partner which means it has branding rights across the venue. StarCasino represents the official partner of the Spanish and Italian teams.

The Future

Online gambling brands continue to strengthen its ties with football. The global reach of both industries make this a perfect match. Sports fans can place bets on the outcome of the game using the apps from their favourite teams’ official sponsors and watch all of the games right from their phone.

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