Sports sponsorships in the global betting and gaming industry never sleep. This week alone has alreadyproduced some major deals, which will be seen by millions of sports fans around the world.
This edition of Sponsor Spotlight is more packed than usual, showcasing a week full of partnerships that hints at the intrinsic relationship between gaming and sport.
Betsson commits to support for Maltese sports
Swedish gambling giant Betsson has reinstated its commitment to the Maltese sports scene by engaging with Silema Wanderers FC, which competes at the top level of Malta football.
A Memorandum of Understanding between both entities has laid the foundations for Betsson to become the football club’s front-of-shirt sponsor in time for the next football season.
This deal will expand Betsson’s portfolio of professional FC partnerships, which includes Inter Milan, Club Brugge, Boca Juniors, and Atlético Nacional.
Matchbook enters The Hundred for the first time
Betting exchange Matchbook has brought its Matchbook Predictions brand to a new audience thanks to an official partnership with cricket club Welsh Fire, just ahead of The Hundred 2026.
In an unprecedented move earlier this year, the England and Wales Cricket Board (ECB) opened up The Hundred to sponsorships from gambling firms as an emergency measure to help out teams that were still struggling to find a sponsor.
With a new financial backer now secured, Welsh Fire will leverage its Matchbook Predictions deal to generate exclusive fan experiences and behind-the-scenes content over the summer.
ATG Riders optimised for better engagement
Sweden’s horseracing totalizator board, ATG, has upgraded the format of its premiere ATG Riders League jumping series event to not only drive more engagement with the sport, but also boost the ATG brand’s value, which directly increases the value of Swedish equestrian sport as well.
Taking place during the Westcoast Equestrian Week at Åbytravet last weekend, the new format saw four qualification heats take place last Friday, 24 July, with ATG’s V4 offer becoming the featured betting product, replacing the previous setup of five heats.
The Winning Rounds took place the following Saturday, with the champion riders retaining the rights to qualify for the prestigious international competitions at both the Sweden International Horse Show and the Gothenburg Horse Show.
Cecilia Wallin, ATG Riders League Project Manager, said: “The ATG Riders League continues to develop and we constantly want to strengthen the experience for both active participants, spectators and players. With the new structure, we are creating a more attractive competition weekend.”
Mr Vegas ready for Reading FC
Reading FC seems more than ready to grow its commercial value ahead of the 2026/27 football season, announcing a record front-of-shirt sponsorship deal with Mr Vegas.
Central to the agreement between the operator and the Football League One club will be the promotion of responsible gambling, with all commercial activations aimed at driving engagement focusing on player safety reminders and highlighting all support tools available for at-risk customers.
This partnership could be a sign of the times ahead, given that front-of-shirt deals with gambling operators will be barred from the top-flight Premier League in the next season.
Betano and Aston Villa extend commercial relations
Speaking of the Premier League and the voluntary ban on front-of-shirt deals, Aston Villa seems committed to retaining its good relationship with Kaizen-owned Betano for the years ahead.
Starting as a front-of-shirt deal in 2024, the Betano logo will now adorn the club’s sleeves instead, retaining the vital financial stream until at least the 2028/29 season.
Juventus and bet365 play it safe
bet365 wants a piece of the major Italian football scene, but not at all costs. The operator has played it safe with its recent deal with Italy’s grand Juventus, partnering with the club through its infotainment division instead, bet365 Scores.
In that way, both sides maintain the benefits that come from the partnership – a financial backing for Juventus and brand recognition for bet365 – without getting on the wrong side of strict regulations around betting sponsorship in football.
Spotlight rankings: Who’s standing out?
1. Matchbook/Welsh Fires
This strikes as the most unusual partnership on today’s list given the cricket’s historic regulatory stance against gambling sponsors. Allowing operators to finally tap into The Hundred and gain a potential new audience, even for a bit, represents a major opportunity that might not come by a second time.
2. Juventus/bet365 Scores
This is a classic example of a by-the-book sponsorship deal that we’ve grown accustomed to seeing very often across Europe. It is a showcase of what regulations across the Old Continent have come to, restricting operators that the state itself has licensed from engaging with the marketing landscape. However, the ingenuity of gambling brands knows no limits.
3. Mr Vegas/Reading FC
Mr Vegas sponsoring Reading FC is definitely part of the first wave of similar commercial deals that we will start seeing across lower tiers of UK football given the situation in the Premier League.
We’re placing it third as a bookmark to go back to once operators tackling lower football leagues becomes the new normal.
4. Betano/Aston Villa
Similar to our third spot on the list, what makes this deal important is that it signals that times are changing in UK football. With front-of-shirt gambling sponsors being phased out from the Premier League, Betano’s branding moving to Aston Villa’s kit sleeves makes it clear that not all is doom and gloom for big English teams and their long-term financial sustainability.
5. ATG Riders
Times are changing indeed, and ATG is clearly making sure that it too is not standing still. Equestrian disciplines can sometimes feel the opposite though, given how far the sport’s history goes back to.
The Swedish operator changing up the format of its proprietary horse racing tournament brings a breath of fresh air, making it more approachable and open to both old and new audiences alike.
6. Betsson/Silema Wanderers FC
Last but not least, the partnership between Betsson and Silema Wanderers FC has the potential to positively impact the whole of Malta’s football scene, and in doing so climb up to the first place in our ranking. However, given that the effects of that deal are still a work in progress, with no tangible results to measure just how impactful it can be, we are placing it in number six. That is not to say we will not keep a close eye on what it flourishes into, though.
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