SBC News Voice of the Sports Betting Industry
Birmingham City FC has named GOD55 as the club’s official Asian betting partner, becoming the latest English club to sign a commercial deal with an overseas firm.
The partnership stands out in contrast to other partnerships though, which have largely targeted the Premier League. Birmingham’s dominant performance in League One, as well as the star-power attraction of Tom Brady as one of its key investors, may have contributed to GOD55’s interest in the club.
To debut the deal, the online gaming platform and operator, based in Southeast Asia, launched an announcement film made on location at St. Andrew’s at Knighthead Park and Elite Performance Innovation Centre.
A spokesperson for GOD55 commented: “We are delighted to partner with Birmingham City, a club with a rich history and a dedicated global fanbase. This collaboration reflects our commitment to connecting with football enthusiasts and delivering an enhanced entertainment experience.
“Together, we aim to engage fans in innovative ways, celebrating the beautiful game while offering a world-class gaming platform for our users in Asia.”
Established in 2016, GOD55 operates in Malaysia, Singapore, Thailand, Vietnam, Cambodia and Brunei. The firm’s Birmingham City campaign aims to connect with football fans and showcase the partnership between the two brands to a wider audience.
As stated above, League One clubs are not usually a big marketing target for overseas firms, which are usually more attracted to the visibility of the Premier League.
Incoming restrictions on Premier League sponsorships next year may have made the lower leagues a more attractive marketing option, however.
“We’re thrilled to welcome GOD55 to the Birmingham City family as our official Asian Betting Partner,” a Birmingham City FC spokesperson added.
“This partnership highlights the club’s growing international appeal and provides an opportunity to further engage with our supporters in Asia. We look forward to working closely with GOD55 to achieve great things together.”
On the other hand, Birmingham has also attracted interest from domestic commercial partners of late – again perhaps due to its winning ways in the third tier and the investment from Tom Brady.
This is not the first time this month the Blues have inked a deal with a betting company, as Coral was recently named its official betting partner in the UK.
The Entain-owned bookmaker signed a multi-year deal with the club that began on 1 March and runs until the end of the 2027/28 season. The company’s branding is now displayed pitch-side on the club’s new digital screens and perimeter boards at St. Andrew’s.
Birmingham City has also previously held further gambling partnerships such as with BoyleSports back in 2019.
