The High Stakes of the Beautiful Game: Exploring the Most Notorious Gambling Sponsorships in Football

The lush green football pitches are not just battlegrounds for athletic prowess and team allegiances; they are also fertile ground for commercial enterprise. In recent years, the beautiful game has seen an unprecedented influx of gambling sponsorships, with some of the most iconic clubs in the sport donning logos that are as synonymous with bookmakers as they are with the adrenaline of a last-minute goal. 


These partnerships, while lucrative, have sparked debates about the ethics of gambling in sports. While many football fans enjoy playing microgaming slots or betting, there are some considerations regarding responsible gambling. Here, we delve into the most high-profile gambling sponsorships that have graced, and sometimes disgraced, European football’s elite leagues.


Betfair and Barcelona: A Controversial Kick-off


Perhaps one of the most eyebrow-raising sponsorships came when FC Barcelona, a club that famously went without a shirt sponsor for decades, entered into a global partnership with Betfair. While not emblazoned across the front of the iconic Blaugrana kit, the association with such a prominent betting company in 2016 was a sign of changing times. It raised concerns about the impact of gambling sponsorships on the sport’s integrity. However, it also highlighted the immense financial benefits such deals could offer.

Bwin and Real Madrid: Betting on the Galacticos


Real Madrid’s partnership with Bwin was a groundbreaking move when it was inked in 2007. The deal saw the online betting company’s logo prominently displayed on the jerseys of one of the world’s most celebrated clubs. It was a match seemingly made in heaven, aligning the Galacticos’ star power with the thrill of live betting. The association endured for several seasons, setting a precedent for similar deals across the continent and marrying the thrill of gambling with the passion of football.


Bet365 and Stoke City: A Long-term Gamble


Stoke City might not boast the same global clout as Barcelona or Real Madrid, but their long-standing affiliation with Bet365 has been significant within English football. Bet365, founded in a portakabin in Stoke-on-Trent, has become a major player in the online gambling arena. The connection between the company and the club was further solidified when the Bet365 owners, the Coates family, took ownership of Stoke City. This unique situation led to the renaming of their stadium to the Bet365 Stadium in 2016, weaving the fabric of gambling sponsorship into the very infrastructure of the club.

Betway and West Ham United: A Premier League Fixture


West Ham United’s tie-up with Betway has been one of the most visible in the Premier League. Starting in 2015, the deal has been worth tens of millions of pounds and has kept the Betway logo as a fixture on the Hammers’ shirts for multiple seasons. It illustrates the significant financial investment that gambling companies are willing to make in football. It’s also proof of the enduring nature of such partnerships in one of the sport’s most-watched leagues.


The Ethical Quandary


While the influx of money from gambling sponsorships has undoubtedly brought a financial boost to clubs, it has not come without its critics. There are growing concerns about the social impact of gambling, particularly about its prevalence in sports and the potential for normalising betting among young fans. This has prompted discussions at the governmental level, with potential regulations that could change the landscape of football sponsorship dramatically.




The relationship between European football and gambling companies is complex and multi-faceted. On one hand, these sponsorships have brought in necessary funds that have allowed clubs to thrive and compete at the highest level. On the other, they pose significant questions about the long-term implications for fans and the wider societal effects of normalising sports betting.


As regulators continue to scrutinise and potentially clamp down on these relationships, the future of gambling sponsorships in football remains uncertain. What is clear, however, is that the history of these sponsorships has left an indelible mark on the game, for better or worse. The conversation about how these partnerships should evolve continues, as stakeholders seek a balance between the financial imperatives of the sport and the health and wellbeing of its supporters.