SBC News BetMGM linked to Tottenham FC in new training kit deal

BetMGM linked to Tottenham FC in new training kit deal

BetMGM is reportedly set to become the official training wear partner of Tottenham Hotspur from the 2024/25 season.

According to SportBusiness, the operator has signed a multi-year deal with the Premier League side, which will see the BetMGM logo appear on the training kits of the men’s first team.

BetMGM would therefore replace the current sponsor Getir, a Turkey-based food delivery service which held a three year rights agreement from the 2021/22 and became the club’s first ever training kit sponsor.

The Turkish company has recently been facing financial challenges, revealing this week that it has decided to withdraw from its operations in the US and Europe and refocus on its domestic market. In the context of such a move, reducing spend on sponsorship deals in Europe, such as with top six Premier League side Spurs, is not surprising.

This deal comes after the Premier League made a significant announcement just over a year ago, revealing plans to voluntarily remove gambling logos from the front of matchday shirts starting from the 2026/27 season.

Sports betting sponsorships had been the subject of extensive debate throughout the UK’s Gambling Act review. However, although withdrawing front-of-shirt deals, clubs will still be permitted to feature gambling brands in other areas post-2026/27, such as LED advertising, sleeve rights and training kit sponsorship.

Betting sponsorships have long been a lucrative source of commercial revenue for UK football clubs. At one point, approximately half of all Premier League clubs had some form of betting partner.

One club that is set to make the most of the time remaining before the ban comes into place is Aston Villa. The club recently signed a two-year deal with Greek multinational operator Betano, which has reportedly agreed to pay the club £20m a season.

BetMGM is also no stranger to the exposure that the Premier League can generate. Since its UK launch last year, the operator has actively pursued sponsorship deals with several Premier League clubs. 

Among its partners are Newcastle United, Manchester City, and Wolverhampton Wanderers, indicating a strategic move to capitalise on the league’s widespread reach and popularity.

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