According to the deal, W88’s logo will feature on the front of shirts and other key locations. The two companies will continue to unite football and sports betting fans, bringing mutual benefits. However, the sponsorship also highlights rising concerns regarding gambling addiction as problem gaming rates increase among fans and athletes.

The Partnership Relies on Integrity and Mutual Trust

As Burnley FC’s official shirt sponsor, W88’s logo will prominently feature on the front side of the team’s jerseys. The operator’s branding will be visible on the male and female shirts and appear across the club’s Turf Moor stadium. Social media is another vital avenue of cooperation and will see W88’s logo feature across Burnley FC’s official channels.

This collaboration marks the beginning of a promising era for Burnley FC and W88 as they embark on a journey of collaboration, growth, and shared achievements. Burnley FC director Stuart Hunt noted that such a high-profile partnership would support the club’s efforts to excel in the Premier League, lauding the operator’s history of success.

W88 have established successful relationships with several Premier League clubs… and we have been impressed by their experience, knowledge, and proactive nature in this area.

Stuart Hunt, Burnley FC director

Burnley’s prior track record includes other high-profile collaborations with clubs like Fulham FC and Crystal Palace, giving the company an impressive track record. Selecting Burnley as their newest partner highlights the team’s outstanding potential and ability to foster a loyal fanbase. The deal should significantly benefit both parties, helping them excel in their respective fields.

Despite all the positives surrounding the recent collaboration, the rising prevalence of sports betting sponsorships across UK football draws attention to the growing concerns regarding the spread of problem gambling. Despite Premier League clubs agreeing to end front-of-shirt gambling sponsorships, the measure only launches in the 2026/27 season. 

As gambling addiction strikes the highest levels of the UK Football Leagues, it reveals the urgent need for legislative reforms and increased public awareness. The upcoming UK white paper should be a significant step in the right direction. However, public-facing organizations like football clubs should also take a stance despite the reduction in sponsorship funding.

Despite growing concerns and rising public disapproval of gambling sponsorships, many clubs still rely on such partnerships to remain competitive. The Premier League’s grace period should allow teams to find alternative revenue streams, breaking away from the social harms associated with gambling. In the meantime, clubs like Burnley FC can at least settle on partners with a proven track record and commitment to their customers’ well-being.

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