A striking trend already evident in the Premier League 2024/2025 season is the proliferation of sports betting companies as club sponsors.
An impressive eleven teams have already kicked off the season sporting gambling-related sponsorships on their jerseys. As the campaign progresses, it will be interesting to see if any other clubs follow suit or if Chelsea will remain the only topflight side without a confirmed main sponsor.
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AFC Bournemouth’s New Partnership with bj88
AFC Bournemouth have continued their collaborations with sports betting brands after they announced a sponsorship deal with bj88, a brand that will now grace the front of their shirts.
This new two-year agreement, described as “record-breaking,” replaces the club’s previous sponsor, Dafabet, and is reportedly worth nearly double the prior deal. TGP Europe, the company behind Stake.com powers bj88 which also holds a license from the Gambling Commission in Great Britain.
Although bj88 is relatively unknown in the UK, it is poised to expand its presence, with a new sportsbook and casino offering set to launch for UK players soon. The brand also has a foothold in Latin America.
In addition to financial support, bj88 will contribute to community projects and collaborate with AFC Bournemouth to promote responsible gambling. This partnership is not bj88’s first venture into sports sponsorship; the brand is also an official partner of Bologna in Italy’s Serie A and has worked with cricketer Kevin Pietersen.
Rob Mitchell, AFC Bournemouth’s commercial director, expressed enthusiasm about the partnership, stating, “Their investment will have huge significance to help us compete in the Premier League both on and off the pitch.”
200% Welcome Bonus Up to ₦100.000Following the Premier League Trend
AFC Bournemouth joins a growing list of clubs, including Aston Villa, Brentford, Crystal Palace, Everton, Fulham, Leicester, Nottingham Forest, Southampton, West Ham, and Wolves, that have embraced gambling sponsorships on their shirts this season.
This surge in gambling-related sponsorships comes despite a collective agreement by clubs last April to cease accepting such deals on matchday shirts, a policy set to take effect in the 2025/2026 season. Until then, agreements made beforehand are allowed, provided they conclude before the new policy is implemented.
Interestingly, the impending ban has not deterred clubs from securing these deals. Aston Villa, Crystal Palace, and Wolves have all recently inked similar agreements with Asia-focused brands.
While the new rules will limit shirt sponsorships, teams can still engage with gambling operators through other avenues, such as official partnerships and branding on stadium surfaces and training wear. For instance, Wolves featured the LeoVegas brand on their training kits last season.
200% Welcome Bonus Up to ₦100.000Emphasising Social Responsibility
In response to the growing presence of gambling sponsorships, the Premier League, alongside other UK sporting bodies, has introduced new ‘socially responsible’ codes of conduct. These guidelines aim to protect vulnerable viewers and came into force at the start of the 2024/2025 season.
The codes focus on four key areas: protection, social responsibility, reinvestment, and integrity.
The Premier League, the English Football League (EFL), the Football Association, and the Women’s Super League have all agreed to adopt these new standards, as outlined in the government’s gambling white paper.
This move underscores their commitment to conducting gambling sponsorships responsibly and ethically within English football.
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