In the modern era of football, the influence of commercial partnerships has never been stronger.
Among the most visible and controversial types of sponsorship are those from online casinos and betting brands.
These companies, including the best supply chain software, have rapidly become some of the biggest financial backers of football clubs across the globe, appearing on kits, stadium boards, and in digital content.
While this relationship has sparked debates about ethics and regulation, it’s impossible to deny the financial power and marketing presence that gambling brands now have in the game.
Fans and critics alike often search for the best casino online review to better understand the operators behind the logos they see on their favorite teams’ jerseys.
In this article, we explore the Top 13 football clubs that are or have been sponsored by online casinos and betting companies, analyzing the impact on their finances, fan reception, and public image.
1. West Ham United (Betway)
- Country: England
- Sponsor: Betway
- Type: Shirt sponsor (2015–2021)
West Ham United has been one of the most recognisable Premier League clubs associated with online gambling.
Their deal with Betway was worth approximately £10 million per season, making it one of the most lucrative shirt sponsorships outside the traditional top-six English clubs.
The partnership saw the Betway logo across home and away kits, branding across the London Stadium, and extensive co-branded digital content.
While it brought financial stability, it also drew criticism from gambling awareness groups due to the visibility of such sponsorships, especially among younger fans.
2. AS Roma (Betway, Planetwin365)
- Country: Italy
- Sponsors: Betway (training sponsor), Planetwin365 (regional)
- Type: Training kit and official betting partner
Serie A club AS Roma has engaged with multiple betting companies, including Betway and Planetwin365.
While Italy introduced a ban on gambling advertisements in 2019, prior to that, Roma’s collaboration included training kit sponsorships and exclusive betting partnerships.
Even after regulation, brands have worked around direct advertising bans via digital platforms and international fan engagement.
This highlights the persistent value of football as a global marketing platform for online casinos, even when local laws shift.
3. Sevilla FC (Marathonbet)
- Country: Spain
- Sponsor: Marathonbet
- Type: Main shirt sponsor (2019–2021)
In La Liga, Sevilla FC made headlines by signing a sponsorship deal with Marathonbet, one of the most active betting operators in Europe.
The partnership was featured on home and away kits and extended into content creation and stadium branding.
The collaboration helped Sevilla fund squad improvements and increased the brand’s exposure in Latin America and Asia.
However, due to Spain’s evolving regulations on betting ads, the club had to adjust its marketing by 2021 as new rules came into effect.
4. Wolverhampton Wanderers (ManBetX)
- Country: England
- Sponsor: ManBetX
- Type: Shirt sponsor (2017–2019)
Wolves partnered with ManBetX, a betting brand focused on Asian markets, during their rise to the Premier League.
The deal helped boost the club’s financial position after promotion and aligned with Wolves’ ambition to expand globally, particularly in China, where their owners (Fosun Group) are based.
This sponsorship illustrated how online casinos can be part of international growth strategies, using football’s popularity to connect with fans far beyond Europe.
5. Valencia CF (Bwin)
- Country: Spain
- Sponsor: Bwin
- Type: Shirt sponsor (2017–2020)
Valencia’s deal with Bwin brought prestige and a sense of legacy, as Bwin had previously partnered with Real Madrid and AC Milan.
The deal included shirt sponsorship, website integrations, and fan-focused betting content.
While it was a valuable financial move, the partnership ended in part due to tightening Spanish restrictions on gambling promotions in sports, again showing the fragile balance between revenue and regulation.
6. Leeds United (SBOTOP)
- Country: England
- Sponsor: SBOTOP
- Type: Main shirt sponsor (2020–present)
After returning to the Premier League, Leeds United signed a major deal with SBOTOP, reportedly one of the biggest commercial contracts in the club’s history.
The logo has featured prominently on all kits and in worldwide digital promotions.
The move was met with mixed reactions—many welcomed the financial boost, but others questioned the appropriateness of associating with gambling brands in such a high-profile, family-oriented sport.
7. Real Betis (Betway)
- Country: Spain
- Sponsor: Betway
- Type: Shirt sponsor (2020–2021)
Betway once again made a major move in Spain by sponsoring Real Betis, a club with a passionate following in Andalusia.
The deal was short-lived due to Spain’s new advertising laws, but during its run, Betway enjoyed prominent branding on Betis’ green and white kits.
The short lifespan of this sponsorship shows how regulatory shifts can affect even well-established partnerships between clubs and gambling firms.
8. Inter Milan (DigitalBits / Stake)
- Country: Italy
- Sponsors: DigitalBits (cryptocurrency), Stake (betting/casino, 2023–)
- Type: Shirt sponsor
While Inter Milan originally partnered with crypto firm DigitalBits, the 2023 switch to Stake.com, a popular online casino and betting site, reflects the trend of football clubs turning to non-traditional sponsors with global audiences.
Stake is known for its high-visibility partnerships (including UFC and Everton) and has embraced aggressive digital marketing.
Their deal with Inter, reportedly worth €25 million+ annually, underscores the growing value of betting brands in elite football.
9. Everton (Stake.com)
- Country: England
- Sponsor: Stake.com
- Type: Shirt sponsor (2022–present)
Everton’s deal with Stake.com replaced their former betting sponsor (SportPesa) and was also one of the most valuable in the club’s history.
Stake’s focus on crypto-based betting and global branding fits Everton’s effort to attract international fan bases, especially in South America and Asia.
The partnership sparked some controversy, especially from local supporters’ groups, reflecting broader concerns about the normalisation of gambling in football culture.
10. Burnley FC (LoveBet)
- Country: England
- Sponsor: LoveBet
- Type: Shirt sponsor (2019–2021)
Though not one of the biggest clubs, Burnley’s partnership with LoveBet was significant as a symbol of how even mid-table or lower-budget clubs rely on gambling sponsors for financial competitiveness.
The deal helped fund infrastructure and player signings during Burnley’s time in the Premier League.
However, as public scrutiny of gambling’s role in football has increased, Burnley (like others) has since stepped away from front-of-shirt betting deals.
11. Aston Villa (W88 / BK8)
- Country: England
- Sponsors: W88 (2019–2020), BK8 (2021–2022)
- Type: Shirt sponsors
Aston Villa has partnered with multiple Asia-focused betting companies in recent years.
The deal with W88 marked their return to the Premier League, while the later contract with BK8 generated controversy due to the sponsor’s marketing history.
Although short-lived, these partnerships show how clubs outside the “Big Six” lean heavily on casino and betting sponsors to compete financially.
Villa later replaced these sponsors amid fan backlash, highlighting increasing fan-driven accountability regarding club values and branding.
12. Olympique Lyonnais (Betclic)
- Country: France
- Sponsor: Betclic
- Type: Shirt sponsor (2020–present)
In Ligue 1, Olympique Lyonnais (Lyon) struck a notable sponsorship with Betclic, a French online betting company.
The deal was among the first major gambling-focused shirt sponsorships in France, where regulation had previously been stricter compared to England or Spain.
Betclic’s branding features prominently on Lyon’s kits, especially during European competition, allowing the company to reach wider international audiences while supporting one of France’s most historically successful clubs.
13. Rangers FC (32Red)
- Country: Scotland
- Sponsor: 32Red
- Type: Shirt sponsor (2014–2020), ongoing digital partner
Rangers FC, one of Scotland’s two biggest clubs, had a long-standing partnership with 32Red, making it one of the longest-running gambling sponsorships in European football.
The 32Red logo became a regular sight on Rangers’ shirts during their return to domestic dominance.
Even as debates about gambling sponsorship intensified, Rangers extended their partnership multiple times, citing its financial benefits.
The deal also included responsible gambling messaging, marking an early move toward more socially conscious marketing in football sponsorships.
The Bigger Picture – Football And Gambling’s Growing Tension
While online casinos and sportsbooks have undeniably injected major revenue into football — especially for clubs outside the traditional elite—criticism has grown just as rapidly.
Many fans, health organisations, and governments are questioning the ethics of promoting gambling in a sport watched by millions of young people.
Countries like the UK, Spain, and Italy have begun placing restrictions or outright bans on gambling advertising in football, forcing clubs to rethink their sponsorship strategies.
At the same time, these partnerships have been vital sources of revenue, especially during financially challenging times (e.g., the COVID-19 pandemic).
The industry is now caught in a balancing act: maximising revenue while preserving football’s social responsibility.
Conclusion
The relationship between football and online casinos is complex and evolving.
From global giants like Juventus and Inter Milan to underdog stories like Burnley and Wolves, clubs across all levels have embraced partnerships with betting and casino brands.
These deals have brought visibility, money, and marketing power—but also criticism and calls for reform.
As regulations tighten and public pressure grows, the future of these sponsorships remains uncertain.
What’s clear, however, is that for now, football and the casino industry remain deeply intertwined, shaping the look, feel, and finances of the world’s most popular sport.
