SBC News Voice of the Sports Betting Industry
Crystal Palace has become the first Premier League club to sign a partnership with a bookmaker since the top-flight’s vote on the future of sports betting sponsorships.
The club has entered into a sleeve sponsorship deal with Kaiyun Sports in place for the upcoming 2023/24 season. The deal was announced two days after the 2022/23 season ended and just under two months after the Gambling Act review White Paper publication.
Brian Howard, Chief Marketing Officer of Kaiyun Sports, said: “The collaboration with Crystal Palace Football Club is an important milestone for us to step onto the global stage.
“Crystal Palace Football Club has a rich history and a growing worldwide supporter base. We believe that this partnership will bring great complementary benefits for both sides.
“We will continue to innovate, bringing more diverse and exciting sports entertainment experiences to sports enthusiasts around the globe.”
Kaiyun Sports is an Asia-focused betting and gaming brand providing odds and markets on around 30 different sports, and has already built up a sponsorship presence in the English top-flight through a sleeve partnership with Aston Villa.
The agreement also marks a return to betting partnerships for the team. Crystal Palace’s front-of-shirt partner for the 2022/23 season was online car trading site cinch, which replaced the club’s former betting sponsor W88.
Barry Webber, Chief Commercial Officer at Crystal Palace, added: “As Asia’s largest digital sports platform, Kaiyun has a strong and consistent reputation for delivering sports and entertainment options for users.
“We are looking forward to working together with Kaiyun Sports to create a safe and enjoyable experience for fans.”
As mentioned above, the South London club’s partnership with Kaiyun Sports is the first major betting partnership announced by a Premier League club since the top-flight voted to begin withdrawing front-of-shirt sponsorships.
18 out of 20 Premier League clubs voted to replace front-of-shirt sponsorships with sleeve agreements from the 2027/28 season onwards. Meanwhile, the Gambling Act review had little mention of sponsorship, but has proposed a code of conduct around such agreements.
Although this would allow Palace to enter a front-of-shirt deal with Kaiyun, the club has apparently decided to adopt changes early.
George Harborne, SBC’s Sponsorship Director, commented on the news: “I don’t think we should be surprised by this announcement and I am sure it will be the first of many that will take place over what will likely be a normal summer of business between Premier League sides and the gambling industry.
“This agreement specifically may be a sign of things to come as we see the Kaiyun Sports brand take the sleeve position on the kit of Crystal Palace.
“We can anticipate that this will become a frequent spot for gambling advertising once the self-imposed restrictions by Premier League clubs on main shirt partnerships comes into effect for the 2027/28 season.”
