Single season agreement
Wolverhampton Wanderers have announced a new partnership with Swedish gambling company LeoVegas Group. It will see the brand appear on the English Premier League team’s training kit during the 2023/2024 season. Neither party disclosed the financial terms of the agreement, but the club noted that it was a record deal.
a well-established and trusted brand with a long history of collaborating with sports teams.”
Wolves General Manager of Marketing and Commercial Growth Russell Jones is happy to welcome on board “a well-established and trusted brand with a long history of collaborating with sports teams.” He also highlighted LeoVegas’ commitment to the promotion of responsible gambling, something which he says is important to the club.
LeoVegas Group Director of UK/IRE and Global Sponsorship Sam Behar is looking forward to the relationship beginning this weekend when the side plays Liverpool at the Molineux Stadium.
Other similar relationships
Wolves is no stranger to working with gambling-related companies. It has struck partnerships with other operators over the years, most recently in August when it announced a new agreement with 6686, the club’s official Asian betting partner. The 6686 logo now appears on jersey sleeves and around the Wolves home stadium.
These types of sponsorship arrangements are an important revenue source for many of the smaller Premier League clubs. Eight teams in the league currently have gambling-related sponsors, including Brentford, Fulham, and West Ham.
LeoVegas already has relationships with other English soccer clubs. The company is the shirt sponsor of Blackpool FC in the third tier and a strategic partner of Manchester City.
Gambling in English soccer
As per a voluntary ban agreed by the EPL, no branding from gambling companies can appear on the front of EPL jerseys from the start of the 2026/2027 season. Proponents hope the ban will restrict the amount of pro-gambling imagery that fans see when watching games.
clubs have signed short-term deals since the announcement of the ban
This upcoming restriction hasn’t stopped teams from entering new front-of-shirt sponsorship arrangements, however. A number of clubs have signed short-term deals since the announcement of the ban, including Fulham and Burnley.
Clubs will also still be able to maintain gambling-related training kit sponsorship deals. Teams will also be able to showcase the logos of operators on the sleeves of their jerseys.