LeoVegas increases awareness in UK as Blackpool front of shirt sponsor

LeoVegas has been named the new principal partner and front-of-shirt sponsor of Blackpool FC.

The Swedish gambling company’s branding is set to ‘prominently feature’ on the front of all 2023/24 first-team shirts, as well as pitch-side LED screens and static boards at Bloomfield Road Stadium. 

Sam Behar, LeoVegas Director of UK and Sponsorship, said: “We are delighted to announce this sponsorship with ‘The Seasiders’ for the upcoming season. 

“Partnering with a club like Blackpool that has such a long-standing history in the game presents a fantastic opportunity for LeoVegas Group to promote the greatest igaming experience across the UK. 

“The club and the Group share common values and a desire to grow, and we can’t wait for the season to get underway.”

The partnership is the latest of several deals with football clubs across Europe as the group continues to increase its focus on sports betting and maximise visibility both locally and globally.

MGM-owned LeoVegas joins the now-League One side as it celebrates its 100th year of playing in the tangerine colour.

“We are thrilled to welcome LeoVegas Group on board as a new principal partner ahead of the upcoming season,” added Jonty Castle, Blackpool FC’s Chief Operating Officer.

“To be associated with LeoVegas – a globally recognised brand – on the front of all first-team and replica adult shirts is an exciting opportunity for the club, and provides the potential for greater international exposure.“

LeoVegas Group has outlined the importance of enhancing brand visibility and intensifying its focus on sports betting through its brands LeoVegas, BetUK, and expekt – which was recently launched in Denmark as part of the continuing international expansion. 

In the past year, the group has also entered into partnerships with top European football clubs, Champions League finalists FC Internazionale Milano and 2022/23 winners Manchester City.