Wolves nets second two-year gambling sponsorship

BetMGM UK has been named the official European betting partner of Wolverhampton Wanderers FC for the next two seasons.

Owned by LeoVegas Group, the operator’s branding will be seen at Molineux Stadium on the double row pitch-side LED advertising system, static branding site and media interview backdrops, as well as around Compton Park.

This agreement expands upon the current deal between the Premier League side and LeoVegas, with the betting company having been a partner since the 2023/24 season, with its logo previously appearing on the front of Wolves’ training kits.

Sam Behar, UK Director BetMGM, stated: “It’s been almost a year since we started collaborating with the Wolves, and we are very excited to continue this successful, awareness-boosting partnership for the next two years.

“Wolves are one of the most established clubs in the Premier League, and we can’t wait to see them in the first game of the season against Arsenal in August.”

The deal further builds up Wolves’ ties to the betting industry. Earlier this month, Wolves also announced a two-year sponsorship agreement with DEBET, joining several other Premier League clubs in choosing gambling brands as front-of-shirt sponsors ahead of the upcoming self-imposed ban on such sponsorships in the league starting from season 2026/27.

Russell Jones, Wolves’ General Manager for Marketing and Commercial Growth, added: “We’re delighted to announce this partnership with BetMGM UK and thank them for their support as we head into the 2024/25 Premier League season.

“Their support is invaluable to the club as we look to expand our portfolio of commercial partners and we look forward to working with the BetMGM team over the next two seasons.”

Wolves’ announcement did not specify whether the deal includes sponsorship of the training kit, as its previous one-year agreement with LeoVegas Group concluded after last season. This is surprising because the upcoming ban does not prevent teams from displaying brands from the sector on kit sleeves or training kits.

In fact, there were reports indicating that BetMGM was poised to become the training kit sponsor for Tottenham Hotspur. However, the club has not yet confirmed the details of this potential deal and it is unclear whether this agreement will have any effect.

Last season, BetMGM was the official partner of Newcastle United, capitalising on the club’s highly anticipated return to the Champions League.

Its partnership with Newcastle was among several strategic alliances aimed at enhancing its visibility and reputation in the UK market, following launch in August 2022. The operator pursued an ambitious strategy, prioritising popular sports like horse racing, darts and football.

On the surface, a deal with Wolves doesn’t offer much visibility compared to other Premier League clubs, due to its lack of European football and the absence of any form of kit sponsorship within the deal’s framework.

On the other hand, given the intense public and political debate around shirt sponsorships over recent years – which ultimately led to the Premier League’s decision to phase out front-of-shirt deals – this more limited arrangement could be seen as a sensible approach as the 2026/27 ban edges closer and closer.

Also, the brand’s aforementioned existing deal with Newcastle United will continue to bolster its visibility via one of England’s most widely followed teams, as the firm ups its efforts to carve out market share in the UK.