Wolverhampton Wanderers F.C. are taking a gambling-responsible approach to showcasing legal sports betting advertisers on their uniforms.
The English Premier League club announced this week that it struck a deal with Sweden-based online casino and sportsbook LeoVegas, which is known for promoting customer-safe awareness of UK betting sites.
Welcome, @LeoVegasUK!
— Wolves (@Wolves) September 14, 2023
Our official training kit partner ????
“As a well-established and trusted brand with a long history of collaborating with sports teams, we are thrilled that LeoVegas have chosen to add Wolves to their portfolio of successful sports partnerships,” said Russell Jones, Wolves general manager for marketing and commercial growth. “Throughout our discussions, we have been thoroughly impressed with LeoVegas’ commitment to responsible gambling and the range of tools they have available to help their customers play safe — something which is of paramount importance to the club.”
A well-used sponsor
Partnering with high-level soccer clubs is nothing new for LeoVegas.
The sportsbook has sponsorship deals with Champions League winner and EPL’s Man City, as well as Italy powerhouse Inter Milan from Serie A.
LeoVegas also recently struck a deal to be on the front of Blackpool F.C.’s shirts, and the operator is the official betting partner of the 3F Superliga in Denmark.
EPL and gambling companies
Eight Premier League clubs currently wear gambling company sponsorships across the front of the shirts, while two others have them on their sleeves.
However, there’s a movement to limit the exposure as concerns over problem gambling have grown in the U.K. A new EPL rule is going into effect in 2026 that will prohibit sports betting companies from displaying their logos and signatures across the front of the kits, but they’ll still be permitted to advertise on other parts of the uniform.
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