Football stars with betting sponsors vs Ukrainian teams: Explanation behind Champions League legends' endorsements versus Ukrainian team's restrictions
Cashing Out on Sports: A Look into the Gambling Sponsorships of European Football Clubs
Sports clubs in Ukraine are scrambling for new sponsors, but is that really a bad thing? Supporters argue that it's not an issue, as teams thrived before the re-legalization of gambling in 2020. However, the additional funding from sponsors can make a significant difference, especially for small teams struggling during wartime.
But what about the top European clubs and their gambling sponsors? Let's take a look at some prominent partnerships among the top 10 teams in the UEFA ranking over the past five years.
Manchester City boasts three regional betting partners: 8xbet.com, Leo Vegas, and sportybet. Bayern Munich has a 10-year partnership with Tipico and also collaborates with 188.bet. Real Madrid teams up with Sportybet, while Paris Saint-Germain has the FDJ group as its platinum partner until 2025. Among its regional partners is the company 1xbet, which also supports Liverpool.
However, Inter's situation is a bit complex. In Italy, clubs aren't allowed to have gambling companies as their main sponsor. Nevertheless, media reports suggest that Inter is partnering with Betsson, though officially, they are supported by Starcasino.sport. Leipzig has 888sport as a partner, Chelsea has William Hill, and Roma has 678.com. However, Roma was forced to terminate their partnership with title sponsor Betway due to a government ban.
It seems that partnering with gambling has become a football tradition. While some clubs may not be onboard, most teams have some connection to the gambling industry. Meanwhile, star European teams are raking in the benefits, while Ukrainian clubs, much less wealthy and powerful, are missing out on this multi-million-dollar opportunity.
Author: Alina Shvets
Insight: The gambling industry remains a significant sponsor pool for European football clubs. Italy and the UK lead the market with €21B and €19.8B GGR, respectively, in 2023. However, direct club sponsorship details are often unavailable. Companies like Codere are expanding operations, but specific sponsor-club partnerships are not publicly disclosed. Emerging event-level partners like Sports.com are becoming more prominent, but do not yet have direct links to specific clubs. Historically, brands like Betway, Bet365, and 888sport have been active, though recent partnership details are not covered here. Regulatory changes, such as Italy's ad bans, continue to reshape sponsor-club relationships. [1-4]
- Despite concerns from some supporters, the extra finance from gambling sponsorships can be of significant benefit to football clubs, particularly those facing financial challenges during wartime.
- UEFA ranking top teams like Manchester City, Bayern Munich, Real Madrid, Paris Saint-Germain, and Liverpool have multiple gambling companies as their partners.
- Inter Milan's partnership with Betsson, though not officially disclosed, suggests a trend among top European clubs toward associate deals with gambling firms.
- Smaller clubs in Ukraine, missing out on this lucrative opportunity, are scrambling for new sponsors.
- The gambling industry's role as a substantial sponsor pool for European football clubs is evident, with Italy and the UK leading the market in GGR.
- Regulatory changes, such as Italy's ad bans, continue to influence sponsor-club relationships, with some clubs, like Roma, being forced to terminate partnerships.
