Football clubs Barcelona, Inter Milan, and Burnley secure fresh sponsorship agreements with gambling companies
Barcelona has extended its partnership with 1xbet for another five years, making 1xbet an official betting partner for FC Barcelona's senior men's team, women's soccer team, and indoor sports teams. Meanwhile, in Italy, the landscape for gambling sponsorships in sports is undergoing significant changes.
Italy is considering repealing or revising the 2018 Dignity Decree, which imposed a blanket ban on gambling advertising and sponsorship. This move could allow sports teams to secure sponsorship deals with betting operators once again. A new government decree aims to reintroduce sports betting sponsorships for clubs and leagues ahead of the 2026 Milan-Cortina Winter Olympics. This could generate substantial revenue, potentially up to $175 million annually.
A proposed 1% tax on sponsorships would fund stadium upgrades and gambling harm awareness campaigns. The ban has cost Serie A clubs approximately €180 million in lost sponsorship income since 2019. The potential reversal of the ban could provide a significant financial boost to these teams.
In the English Premier League, Burnley FC was relegated in May and will be trying to return to the big leagues. The online gambling operator 96.com will be the sponsor of Burnley FC's jerseys for the upcoming season, marking a significant sponsorship deal for the club while it plays in the second-tier Championship.
In Italy, despite a blanket ban on gambling companies sponsoring sports teams, Betsson Sports will still be able to sponsor Inter Milan. The Inter Milan-Betsson Sports deal is the club's largest-ever shirt sponsorship agreement, with a base value of €30m ($32m) per year. The Betsson Sports infotainment logo, a subsidiary of Betsson, will appear on Inter Milan's jerseys instead of the Betsson betting platform logo due to the sponsorship ban in Italy.
The partnership between FC Barcelona and 1xbet also includes certain ex-club legends in marketing campaigns. Through the agreement with Inter Milan, Betsson Sports plans to run a number of fan engagement opportunities involving players. LeoVegas, an MGM Resorts International-owned company, is the sponsor of Inter Milan's training kit up until the end of next season.
The Inter Milan-Betsson Sports deal includes potential bonus payments if certain targets are met. 96.com's branding will appear across Burnley FC's home stadium, social media, and other digital platforms as it launches in the UK market. These developments highlight the growing trend of sports clubs securing lucrative sponsorship deals with online gambling operators.
- The repeal or revision of the 2018 Dignity Decree in Italy could allow for the return of casino-gambling sponsorships in sports, potentially generating big-wins of up to $175 million annually.
- The partnership between FC Barcelona and 1xbet includes casino personalities in marketing campaigns, showcasing the growing trend of casino-and-gambling sponsorships in sports.
- League competitions such as the English Premier League, Serie A, Laliga, NBA, NHL, MLB, UEFA Champions League, and European leagues could see increased revenue from casino-games sponsorships.
- Casinos may benefit from sports sponsorships, as shown by the Inter Milan-Betsson Sports deal, which is the club's largest shirt sponsorship agreement to date.
- In light of the growing trend of sports clubs securing sponsorship deals with online gambling operators like 96.com, it's crucial to promote responsible gambling to prevent gambling-trends from leading to problematic behavior.
- Lotteries may also venture into sports sponsorships as a means of increasing their visibility, potentially following in the footsteps of 1xbet's partnership with FC Barcelona.
- Sports teams like Burnley FC are seeking big-wins in sponsorship deals to recover from financial losses, such as the €180 million lost since 2019 due to the sponsorship ban in Italy.
- The partnership between FC Barcelona and 1xbet involves various casino-games, including football, basketball, and other indoor sports.
- Sports like baseball, hockey, and football are popular choices for casino-gambling sponsorships, due to their widespread appeal and large fan bases.
- The revised Italian sponsorship landscape could lead to increased competition among betting operators for casino sponsorships, potentially driving up the value of these lucrative deals.
