One week after the publication of the Gambling Act review, and three weeks after the Premier League’s vote on betting sponsorship, QuinnBet has signed a new football partnership.
The Ireland-based betting operator has linked with EFL League Two club Peterborough United under a two year deal, signing as the team’s ‘official advertising partner’.
QuinnBet will benefit from advertising around Peterborough’s Weston Homes Stadium, as well as within the club’s match day programme, but notably there will be branding on the team’s shirts, on the front or sleeve.
Niall McPartland, Marketing Manager at QuinnBet, commented: “When we heard about the opportunity to partner with Peterborough United, we were thrilled.
“The club is steeped in history, and we are very proud to announce this two-year partnership. We wish all the club every good luck for the remainder of the current season and for what’s to come!”
The absence of shirt or sleeve sponsorship agreements in QuinnBet’s ‘official advertising partnership’ with Peterborough – which is itself a notable change from the ‘official betting partnerships’ many firms have engaged in over the years – comes after a series of changes in the UK’s sports betting marketing landscape.
A vote by Premier League clubs saw 18 out of 20 teams vote in favour of voluntarily phasing out front-of-shirt betting sponsorships from the 2026/27 season onwards, retaining sleeve and perimeter advertising deals.
This was followed by the Gambling Act review White Paper, which has proposed a new Code of Conduct for betting sponsorship deals, intended to be applied across all levels of every sport if adopted into law.
Although Peterborough play two levels below the Premier League and remain unaffected by the league’s vote, teams in the lower leagues and the bookmakers they are partnered with may be wary to pursue front-of-shirt deals given recent developments.
The Cambridgeshire team is the UK third club to partner with the betting and gaming business, which is licenced in both the UK and Ireland, after QuinnBet signed a deal with Bournemouth FC in 2021 and QuinnCasino with Scottish Premiership side Dundee United.
Peterborough United Commercial Manager, Alex Harris, said: “We are pleased to welcome QuinnBet to the family and are looking forward to developing our partnership with them over the next two years and hopefully beyond”.