New Burnley chairman Alan Pace to review LoveBet sponsorship

Alan Pace, the newly appointed Chairman of Premier League club Burnley FC, has promised fans that he will review the current sponsorship arrangement with LoveBet.

In a Twitter exchange with supporters, Pace said that he has his ‘own personal views’ on the LoverBet shirt sponsorship and it is an ‘issue’ he is aware of.

The American investor added: “I can promise it will be reviewed as part of the overall commercial strategy for the club.”

In a separate tweet, he also stated: “There may be some historic contractual obligations, but it’s an issue I’ll be reviewing with my team for the long-term.”

LoveBet has been Burnley’s official betting partner since 2018, and it has been estimated the partnership generates £7.5 million a year for the club.

However, following the DCMS review in December 2020, betting operator sponsorships of football clubs have come under increased scrutiny from authorities, supporters and the media.

Burnley FC Supporter’s Group member Tony Scholes commented on the chairman’s remarks, saying: “If we get the opportunity to discuss things with the new owners, Alan Pace or the club then we will take that opportunity. We have done that before with Dave Baldwin.

“We understand the shirt sponsorship and the money it brings in and the commercial value but feel there is more that can be done.

“It’s not just the shirt sponsorship but if you watch a match on TV it is blasted at you. We would very much welcome the conversation starting.”

Pace became Burnley Chairman on Christmas Eve, after his ALK Capital Investment Group spent roughly £170 million to secure an 84% controlling share at Turf Moor.

Unlike other American owners of Premier League outfits, Pace has relocated to the UK and will divide his time between Lancashire and his London and New York offices.

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