Burnley FC deal sets out betTOM’s stall despite UK pressure

One of the UK’s new challenger betting brands, betTOM, has continued its marketing spree in the English Football League (EFL), announcing deals with Burnley FC and Stockport County.

This week’s deals follow an announcement last week which saw the operator become the Official Betting Partner of EFL League One club Peterborough United.

The agreement with Burnley is arguably the biggest for betTOM. The Clarets were relegated to the EFL Championship, England’s second tier, from the Premier League last season.

betTOM is the Official Betting Partner for all three clubs, but has also become a shorts sponsor at Burnley for the 2026/27 season.

As part of the deal, the firm’s branding will appear on both the men’s and women’s home, away and third kits.

The operator’s logo will also be visible at Turf Moor, including in the home and away dugouts, as well as on LED boards around the 22,000-seater stadium.

On the deal with Burnley, betTOM Chief Executive Officer, Paul Colley, said: “Burnley is a great club with a big fan base, and we’re excited to be their official betting partner for the season ahead.

“Having the betTOM brand appear on the shorts, dugout and LED boards will be great exposure.

“We’ve had a very promising first year in operation in the UK, having only started in May 2025, and this level of sponsorship will help us continue that growth.”

Burnley deal could be a catalyst for ambitious challenger

The operator has only been active in the UK since May 2025, but set out its ambitions early when it signed a deal with sizable iGaming supplier EveryMatrix. 

Colley has described the period since as a “promising first year in operation” and the firm clearly thinks that now is the time to get its name out there via the most popular sport in the country. 

Through deals with clubs the size of Burnley, betTOM will be hoping to go against the grain as the UK market becomes somewhat of a minefield to navigate for smaller operators.

With tax increases and stricter regulations providing real headwinds, tier-1 operators such as Entain, Flutter Entertainment and evoke are looking to gain market share as businesses of a lower size have their margins squeezed.

But betTOM looks determined to prove that narrative wrong, and deals with three notable EFL clubs seems a logical step in the right direction towards doing that.