The news today is that Fulham FC has signed a lucrative shirt sponsor deal with betting site Marathonbet. Add that to other clubs with betting site shirt deals (2012/13 or 2013/14 season) – Aston Villa, Genting; Stoke, Bet365; Wigan, 12Bet; Wolves, Sportingbet; West Ham, Sbobet; Swansea, 32Red; Aston Villa, dafabet; – and I can’t help thinking that outside of the big clubs with big deals, a Premier League shirt sponsorship is losing both credibility and ability to deliver value. What do you think?
Obviously these deals deliver for betting sites, but their ability to deliver for a range of other industries is coming more and more into question. Added to that the moral dilemma of being associated in a league with teams heavily funded by betting companies.
Outside of the Premier League restricting betting sites as shirt sponsors (simply won’t happen), what can be done in football enabling brands to engage 1-to-1 with more customers versus simple brand exposure.
I don’t have the answers but it would certainly be an interesting debate!
Are you a rights holder or sponsor…..? In either case, why not get in contact and come down to Generate in London Bridge to have a chat?!*
*(Free £5 bet not included)
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