How 888 and Other Betting Operators Use Football Sponsorships to Influence Fan Betting

The relationship between football clubs and betting operators extends far beyond a mere advertising deal. For years, Manchester United was sponsored by AIG, and the team was often associated with the insurance company. Ajax was long associated with the ABN Bank. When betting companies started appearing on shirts, it changed the way people viewed gambling on a global scale. Placing a bet became as much for the matchday ritual as a pie and a pint before kick-off.

The real discussion is not about the success of betting sponsors, but rather the impact they have had on sports fans worldwide. The trick is to understand how brands like 888 turn football fans into customers and how it has forever changed the way we watch and engage with professional football.  

The Rise of Betting Sponsorship in Football

Football’s betting sponsorship boom began during the economic downturn of the mid-2000s. Many companies were cutting back on spending, and expensive deals, such as those with football teams, were among the first to be eliminated. Online gambling was thriving, and while others struggled, these companies were flush with cash and eager to capitalise on their success. Football sponsorship was a fortuitous gap that they were able to fill. 

The first few betting sponsors appeared in 2006 at the start of the 2006/07 campaign, and more than half of the Premier League teams have betting companies as their main sponsors. That is not even taking into account shirt sleeve sponsors or other advertising opportunities around the 20 stadiums.

Outside of the Premier League, this increase is dramatic, with many Championship and Football League sides donning shirts with betting logos. 

The rise in betting sponsors and team popularity reinforces the notion that football and betting are inherently linked. 

How Sponsorships Shape Fan Perceptions

Football sponsorships have a profound impact on fans. When their team picks up a new sponsor, a psychological phenomenon known as ‘legitimacy by association’ occurs. If your club trusts a company enough to sponsor them, then they must be a good company that you can trust as a consumer. 

The intense emotional bond that exists in football fandom further enhances that legitimacy, with the sponsor almost becoming an extended arm of the fandom, drawing similar levels of loyalty as the fans show the club. 

This phenomenon has a remarkably impactful effect on young fans, as their minds are more susceptible to the constant bombardment of advertising. A University of Stirling study found that children as young as eight could identify betting company logos due to their association with various football teams. 

The sheer volume of betting sponsors on football kits has already created the idea that gambling is normal.

Child safety advocates worry about the impact of betting sponsorship on young fans, highlighting the need for sensible gambling practices to be taught and enforced. The Premier League has voluntarily agreed to remove betting company logos from the front of shirts, effective from the 2026/27 season. 

Case Study: 888’s Approach

Betting company 888 has taken a slightly different route with its football sponsorship strategy, favouring targeted partnerships over broad, high-profile deals. The company combines traditional sponsorship methods with digital campaigns, tailoring content and offers around clubs and supporters.

These include campaigns built around derby matches, playoff runs, or major international tournaments, where football interest is at its peak.

One example is the way fans track 888 promos on CasinoHawks, which are tied to seasonal fixtures and team performance. Here, betting offers and football fandom intersect, illustrating how sponsorships and fan engagement can overlap in practice.

888 has also experimented with football-themed games, prediction contests, and social media activity, integrating gambling mechanics with the wider football conversation. 

The Wider Landscape of Operators

888’s approach to football sponsorship is unique to them. Many other betting operators take a different approach to managing their football sponsorship. Betway are a company that chases high-profile shirt sponsorships, such as their previous deal with West Ham United.

They have also struck general advertising deals with high-profile names such as Arsenal and Manchester City, indicating that Betway prioritises brand visibility over a targeted approach. 

Bet365 are another betting company with a longstanding football-based relationship. Their approach is more about broadcast advertising during live matches, creating a link between their brand and the action as it happens. 

Smaller clubs are often sponsored by smaller, regional betting shops and names, where the focus is far more community-driven. Doing so creates a connection with the fans, including adding their name to youth competitions and grassroots endeavours. 

Advanced data analytics are transforming sponsorship deals within the football-betting company niche. The understanding and use of data are changing the way sponsorships work for the better. Targeting the right people to ensure higher conversion rates for the sponsors while keeping fans – particularly younger ones – safe. 

The Future of Football Sponsorship and Betting

New regulations will force betting companies to rethink their football partnerships. From time-of-day restrictions on when betting adverts can be shared, to minimal time between adverts being implemented, to more focused government-mandated restrictions, sponsorship deals are going to become more innovative and effective.

There are numerous unexplored pathways for football clubs and their sponsors to explore, including social media influencers and content creators.  

Responsible gambling needs to be at the forefront of any future football sponsorship deals, as does improving the education of gambling. Rather than restricting and demonising the practice, there should be a requirement for betting companies to teach their clients how to gamble responsibly. 

Conclusion

Football sponsorship transcends having a name on a shirt. Betting companies have actively changed the way football fans think and engage with online gambling. The complex landscape surrounding sports betting and sponsorship deals is constantly scrutinised. The increasing need for transparency and education is key and will shape the future of these relationships.