The EFL Championship has become a hotbed for gambling marketing over the summer.
Betting brands from relative market newcomer Mr Q to heritage UK operator Coral have all been vying to get a piece of the pie in English football’s second tier – and we shouldn’t really be surprised.
Why are betting firms targeting the Championship?
As many will know, the Premier League is imposing a voluntary front-of-shirt ban on gambling companies, effective from the start of the 2026/27 season.
This has been in the works for over three years.
It is also the reason that many will have noticed gambling companies getting cleverer with their deals in English football.
Betano has struck training kit and sleeve shirt deals with separate clubs, and the “official betting partner” deals have been seen regularly.
Another avenue has been the Championship.
For years, the Championship has been lauded as one of the most exciting in world football.
Relegation dogfights, playoff races that go down to the wire, classics at Wembley and automatic promotion battles have all become commonplace in England’s second division.
What is also now common is clubs with huge stature participating in the league.
West Ham United, Wolverhampton Wanderers, Sheffield United, Middlesbrough, Birmingham – the Championship is now stacked with some of the biggest clubs in England
This has led to an influx of operators taking interest in marketing themselves there, as Championship (and English Football League) headline sponsor Sky Bet finds itself with a lot of competition going into 2026/27.
SBC News looks at which clubs in the Championship have an affiliation with a bookmaker.
EFL Championship gambling sponsors 2026/27
- Birmingham City – Coral (front-of-shirt sponsor)
- Blackburn Rovers – Spreadex (UK betting partner)
- Cardiff City – DragonBet (back-of-shirt sponsor)
- Charlton Athletic – London.Bet (back-of-shorts sponsor)
- Derby County – Spreadex (club partner)
- Middlesbrough – Midnite (front-of-shirt sponsor)
- Millwall – SBK (principal partner and official betting partner)
- Norwich City – BetWright (back-of-shorts sponsor)
- Preston North End – PubCasino (matchday jacket sponsor)
- QPR – MrQ (front-of-shirt sponsor)
- Sheffield United – Midnite (front-of-shirt sponsor)
- Southampton – Midnite (training kit sponsor)
- Stoke City – bet365 (front-of-shirt sponsor)
- Watford – Spreadex (club partner)
- West Bromwich Albion – PricedUp (trainingwear sponsor)
- West Ham United – BOYLE Sports (front-of-shirt sponsor)
- Wolverhampton Wanderers – Midnite (front-of-shirt sponsor)
