Wolves has entered into a standard training kit sponsorship agreement with LeoVegas. [Image: Shutterstock.com]
One season agreement
Wolverhampton Wanderers have announced a new partnership with Swedish gambling company LeoVegas Group. It will see the brand appear on the Premier League team’s training kit during the 2023/2024 season. Neither party revealed the financial terms of the agreement, but the club indicated that it was a record deal.
An established and reliable brand with a long history of cooperation with sports teams.
Russell Jones, Managing Director of Marketing and Commercial Growth at Wolves, is delighted to welcome “an established and trusted brand with a long history of collaboration with sports teams.” He also highlighted LeoVegas’ commitment to promoting responsible gambling, which he says is important to the club.
Sam Behar, LeoVegas Group Director for UK/IRE and Global Sponsorships, is looking forward to kick-starting the relationship this weekend when the team takes on Liverpool at Molineux Stadium.
Other similar relationships
Wolves are no stranger to working with gambling-related companies. It has entered into 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 the shirt sleeves and throughout Wolverhampton Stadium.
These types of sponsorship arrangements are an important source of income for many small 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 football clubs. The company is the official shirt sponsor of third-tier club Blackpool and a strategic partner of Manchester City.
Gambling in English football
According to a voluntary ban agreed by the Premier League, no gambling company branding can appear on the front of Premier League shirts from the start of the 2026/2027 season. Supporters hope the ban will limit the amount of pro-gambling images fans see when watching games.
The clubs have signed short-term deals since the ban was announced
However, this upcoming restriction has not stopped teams from entering into new sponsorship arrangements for the front of the shirt. A number of clubs have signed short-term contracts since the ban was announced, including Fulham and Burnley.
Clubs will also still be able to maintain gambling-related training kit sponsorship deals. Teams will also be able to display operators’ logos on the sleeves of their shirts.
