If you’ve been following your favorite team’s jersey or scrolling through their social media feeds, chances are you’ve seen the name of an online casino mentioned more than once. Whether it’s a Premier League football club, a top cricket franchise, or even an esports team, online casinos have emerged as a major force in the world of sports sponsorship.
And let’s be real – this is not a passing fad. It’s a full-blown strategy. One that’s revolutionizing the way sports teams operate, the way fans engage, and the way money flows behind the scenes. From tacky jersey logos to pitch-side sponsorship, online gambling brands are everywhere. This both includes the online casino 1 dollar deposit operators, as well as major online casino and sports betting operators. But who are the big players, which teams are benefiting, and what does it all mean for the future of sports? Let’s break it down.
The big sponsorship behind the big teams
Online casinos are subsidizing sports teams, not just sponsoring them. Some of the biggest sponsorship packages in football, for instance, include gambling companies trying to make their brand big on the world stage. Take West Ham United, for example. They’ve had a long-term deal with Betway, one of the better-known names in online gambling. The deal is reported to bring them around £10 million per year. Not a bad shirt logo, is it? Newcastle United too has been bedded down with the gambling community for years. Their Fun88 deal, an Asian bookmaker brand, was worth approximately £6.5 million annually. While the deal has been controversy-ridden (more on this below), it highlights just how lucrative these arrangements are for clubs seeking to up their revenues.
Meanwhile, at Everton, the Stake.com tie-up dominated the headlines in 2022. It was then the most valuable front-of-shirt sponsorship in the club’s history. But that was accompanied by its own storm – by 2025, Stake.com had to relinquish its UK gambling license in the face of growing criticism, and the club was left to reassess its sponsorship approach. The list continues. The likes of Fulham, Leeds United, Burnley, and Aston Villa have all had some form of association with online casino or gambling firms. Mid-table or even bottom-half teams have also found gold in betting, using the proceeds to sign players, improve training facilities, and participate in supporter initiatives.
It’s not just football – everyone’s getting in on the action
Football might be leading the pack when it comes to casino sponsorships, but others are rapidly closing in. In cricket, betting firms and online casinos have begun making their presence felt through partnerships with teams and leagues in India, Australia, and the UK. With cricket’s huge following, especially in Asia, it’s no wonder that online gambling sites view tremendous potential here. Casino brands have invested millions in the sport, sponsoring everything from T20 franchises to stadium naming rights.
And then there is boxing, whose marquee fights include casino sponsors on the ring canvas, fight gear, and even walk-out signs. The built-in risk/reward aspect of the sport perfectly complements the gambling aspect, making it a match made in marketing heaven. And don’t forget rugby and esports. In rugby, particularly in the UK and Australia, there have been bets on teams being supported by sponsors to help subsidize rising costs of operation. And in esports, where digitally native, young people live their lives, casino companies are discreetly placing brands into streaming broadcasts and team sponsorship.
The influence: Money talks (and sings, and shouts)
So, what’s the fuss? Why do online casinos so desperately want to invest money in sports teams? Easy: Visibility and trust. Sports fans are intensely loyal, not just to teams, but to the brands that associate with them. If a casino gets its name on the front of a team jersey or integrated into the stadium experience, it’s instantly legitimate. That’s especially worth it in markets where gaming is licensed, and the competition is fierce.
For sporting clubs, the rewards are direct. These partnerships bring in big bucks: In some cases a lot more than traditional sponsors in areas such as consumer durables or retailing. For less prominent or mid-level clubs that don’t see as much on TV or merchandising dollars, gaming sponsors can be saviors that help them hold their own against the big leagues. In addition to the money, such partnerships also bring with them higher fan engagement. The majority of online casinos have betting promotions linked to game outcomes, in-game betting opportunities, and even content branding that gives fans another avenue of engagement with the sport. It’s interactive, live, and – let’s be honest – a bit addictive.
The downside: A risky game?
Of course, it’s not all glitz and glamour. There is increasingly a backlash against the growing influence of the gambling industry in sport, especially when it comes to what it means for young fans. Opponents claim that gambling commercialization by sporting endorsements is unsafe. Kids are growing up seeing their heroes in gambling sponsorship gear, and the line between sport and gambling becomes blurred. Some bad apples haven’t done anything to help: There’ve been match-fixing, gambling dependency scandals, and shady promotion antics.
Regulators and governments are now acting. In the UK, the Premier League agreed to end front-of-shirt gambling sponsors at the end of the season in 2025-26. Other nations and leagues are closely observing this and will likely follow. Clubs, conversely, find themselves in danger. The bulk rely on the money to operate. However, the current seems to turn, and groups will need to get innovative around how they restore that financial deficit over the years to come.
So, where do we go from here?
The marriage of online casinos and professional sport has been irresistibly profitable, for both sides. It’s given gambling brands an audience of millions of fans and helped clubs pay for everything from player signings to stadium upgrades.
But as the debate regarding ethics and regulation grows, the industry comes at a crossroads. Will it evolve into a more ethical model? Will clubs find new revenue streams to compensate for money from the bookies? Or are we headed toward a future where sports and casinos remain intertwined – just with more regulation? One thing is for sure: As long as there are fans to watch, wager, and engage, the gaming industry will keep seeming to be there. The question is, how and where the line is drawn.
