Whilst we have experienced a recent influx in major sponsorships inked with Premier League sides, top European clubs and national leagues, betting brands have also been extremely active in striking slightly smaller-scale sports deals.
These collaborations often involve clubs outside the top tier or regional competitions, yet still boast strong fan bases and significant market presence. This strategy allows gambling companies to broaden their reach, tapping into diverse audiences whilst maintaining high visibility.
For example, last week Betsson Lithuania extended its sponsorship deals with FK Žalgiris and the Lithuanian Basketball Federation (LKF) through to 2027, reinforcing its strong support for local sports.
The renewed partnership with Lithuania’s top football club continued on from a deal that began in 2021. Betsson also remains a key backer of Lithuanian basketball, supporting both national teams and youth development.
Aurimas Šilys, Betsson’s Head of Lithuania, said: “Since 2016, Betsafe has been part of the international Betsson Group. In order to achieve greater synergy and increase international brand value, we are now unifying under the Betsson name.”
This news came shortly after Betsson Group rebranded its Betsafe Sportsbook in the country under the Betsson name. This move looked to unify the company on a global scale, focusing on a region that has been of great importance for the firm over the years.
“Collaborations with high-visibility partners such as the Lithuanian Basketball Federation are key to strengthening our global presence,” Šilys added.
Eying opportunities beyond the top-flight
Over in football, besides recent deals in the Prem such as Sunderland and W88, a couple of prominent clubs outside the top division have also just secured new partnerships, demonstrating that the sport, at all levels, continues to attract betting interest.
For example, Championship side QPR confirmed last week that CopyBet will continue as their front of shirt sponsor for the 2025/26 season. CopyBet’s logo will remain on the men’s first team and adult retail shirts.
CopyBet started working with QPR in July 2022 as back-of-shirt sponsor before moving to the front for the 2024/25 season. The first appearance in this role was during a 4-0 win over Leeds.
Similarly, fellow Championship side Sheffield United has just linked up with Midnite for the 2025/26 season.
The new-comer betting brand – which has been experiencing rapid growth in the UK this year through a number of similar sports sponsorships – will now see logo will be on the front of Blades shirts for the men’s and women’s adult first teams, training kits and adult replica shirts
Millwall FC has also formed a betting partnership this month, which sees kwiff bringing a ‘fresh’ and ‘player-focused’ approach to sports betting with its unique supercharged odds feature.
We may see an increase in betting sponsorships like this one in the Championship and below as the betting ban for front-of-shirt sponsorship comes into play in the Premier League at the start of the 2026/27 season.
Alternative initiatives
The recent momentum in betting sponsorships isn’t limited to football either – MMA star Francis Ngannou has also just signed a gambling deal with Premier Bet. This deal looked to underline the broad and growing presence of betting companies across the global sports landscape.
In appointing Ngannou as Pan-African brand ambassador until 2027, the former UFC champion will lead marketing campaigns, fan events and community projects across Africa. He now also supports responsible gambling initiatives and helps strengthen the brand’s connection with fans across the continent.
Alexandre Qader, Director of Operations at Premier Bet Cameroon, said: “We have the same ambitions in Cameroon and now on a Pan‑African scale. Francis’ passion, drive and humility make him an ideal partner for us as we continue to grow our brand and connect with our customers.”
Furthermore, in a slightly more unique deal for the betting industry, Actor Ed Westwick, most widely known for his role as Chuck Bass in Gossip Girl, last week joined Gamblr.
Though much rarer than sports deals, partnerships with actors and other personalities are not that uncommon in gaming. Chris Rock’s deal with BetMGM probably stands out as the best example of this.
Gareth Fenney, Co-Founder and CEO of Gamblr, said: “Ed personifies our brand with his elegance and charm. He will significantly enhance our brand awareness and help us to reach a wider audience of bettors that desire the unique style and feel of our products. We’re delighted to have him on board.”
