Mr Vegas has become the latest UK operator to tap into the value of the English Football League (EFL) after announcing a new partnership with League One side Reading FC.
The online casino’s branding will feature on the front of Reading’s men’s first-team shirts during the upcoming season, and the operator said it will also utilise supporter-focused initiatives throughout the season.
Mr Vegas pointed to Reading’s ambitions to grow its social media presence beyond the average League One club, likening it to the operator’s self-described ambitions to not be a ‘traditional brand’.
Marco Trucco, Chief Marketing Officer at Mr Vegas parent company Immense Group, commented: “We were actively looking for a club that we believed could grow beyond its traditional footprint and become part of a bigger conversation.
“We believe Reading has the potential to become a social team with a national footprint – a club that people engage with because of its stories, personalities and culture, not just because of the result on a Saturday afternoon.”
Reading spent one year in the Premier League during the 2012-13 season. However, the club were plunged into administration due to financial mismanagement by their previous owner, Dai Yongge, leading to points deductions and transfer embargoes.
Following multiple fan protests, Yongge eventually sold the club to Redwood Holding Limited – a subsidiary of Dogwood Football LLC, owned by the American businessmen Rob Couhig and Todd Trosclair.
Recognising the value of the EFL
Mr Vegas has previously partnered with both West Bromwich Albion and Sheffield Wednesday in the EFL, serving as the latter’s front-of-shirt sponsor last season.
The EFL, which encompasses the three professional divisions below the Premier League, is increasingly seen as a valuable avenue for engagement for smaller operators in the UK as sponsorship opportunities tend to cost a fraction of that of the Premier League.
Most notably, Midnite has continued its sponsorship of Sheffield United, Middlesbrough and Southampton for the upcoming season, as well as adding the recently relegated Wolverhampton Wanderers to its stable.
According to the sports marketing agency Dropshot, front-of-shirt sponsorship cost over £10m on average during the 2023-24 Premier League season. In comparison, similar deals in the EFL can range from £500,000 to just £10,000 depending on the club and division, with deals rarely reaching seven figures.
In return, teams in the lower leagues still reach significant audiences due to the depth of competition in these leagues compared to similar competition in other European nations – underscored by Mr Vegas’ belief that Reading can grow a significant social media presence.
Joe Jacobson, Chief Executive Officer of Reading FC, said: “From our earliest conversations, it was clear Mr Vegas understood what we’re trying to achieve as a football club. This partnership is about more than visibility – it’s about finding new ways to engage supporters, tell our story and expand our reach beyond our traditional audience.”
