While the eyes of the football world are focused on the FIFA World Cup, commercial deals are being finalised across the boardrooms of English football.
The approach of the gambling industry has had to evolve this summer, with the Premier League‘s voluntary ban on front-of-shirt sponsorship coming into place.
This new era has been typified by Tottenham Hotspur’s new deal with Betano to become the club’s new training wear partner for the 2026/27 season, before transitioning the Kaizen-gaming brand to its LATAM Betting Partner through to 2029.
The move deepens Betano’s connection to English football, following the operator’s role as Aston Villa’s front-of-shirt sponsor over the last two years.
However, this partnership has now ended due to the voluntary front-of-shirt gambling ban now in place, and it has not been confirmed whether Betano will continue its relationship with the Europa League winners as they pursue Champions League glory next season.
On the new collaboration with Tottenham, Julio Iglesias, Chief Commercial Officer at Kaizen Gaming, said: “This partnership marks another important milestone in Betano’s long-term investment in European football and the Premier League.
“As we continue to expand internationally, Tottenham Hotspur’s global reach, digital leadership and ambitious outlook make the Club an ideal partner for the next stage of our growth.”
Is trainingwear the new avenue for gambling?
Betano is replacing BetMGM as Tottenham’s training wear partner for the upcoming season, and the move represents a growing trend of betting operators identifying different avenues to maintain visibility in football despite the front-of-shirt sponsorship ban.
Earlier this week, Everton confirmed that Stake is shifting from front-of-shirt to becoming the club’s sleeve sponsor.
Meanwhile, reports continue to circulate that Manchester United have inked a lucrative £20m training wear sponsorship deal with Betway.
Though the prevailing logic is that the front-of-shirt sponsor is the most prominent, the new age of social media means that players are arguably seen more often in training wear compared to their playing kits.
Coupled with branding being visible at the Tottenham Hotspur Stadium, Betano noted that the deal will allow the operator to ‘secure a permanent, everyday presence within the club’s ecosystem’.
“Tottenham Hotspur is one of the world’s most recognised football clubs, combining sporting ambition with a global fanbase and one of the Premier League’s most influential digital platforms,” added Iglesias.
Midnite continues EFL focus
Further down the pyramid, UK challenger brand Midnite has continued its focus on cementing visibility across the English Football League.
The operator confirmed that it has extended its sponsorship with Sheffield United for another season, as well as inking a new deal with Middlesbrough to become the club’s front-of-shirt sponsor.
As part of the sponsorships, Midnite said that it will continue to lead activations for fans of both teams, such as running trivia competitions for Middlesbrough fans to win prizes such as season tickets and match shirts.
In addition, Sheffield United fans will also be in with a chance of winning a significant prize pot in Midnite’s ‘2UP’ initiative whenever the Yorkshire club go 2-0 up during their home games.
Midnite noted that this happened seven times last season at Bramall Lane. The initial prize pot will be set at £10,000 and increase by £1,000 each game until it is won.
Andrew Mook, Midnite’s Head of Brand Marketing, said: “The Championship is one of the most viewed football leagues in the world, with some iconic and historical names from English football competing in it. We are looking forward to being a part of the action by partnering with two of the league’s biggest clubs in what should be another thrilling season.”
The Championship is widely regarded as the most competitive second-tier football league in Europe and is now broadcast in over 100 countries.
Therefore, focusing on gaining visibility through the division offers Midnite a chance to increase brand exposure without having to fork out the fees demanded by Premier League sides.
Last month, the operator was also unveiled as the principal sponsor of Wolverhampton Wanderers after the club dropped down to the Championship following relegation from the Premier League.
