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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Athletico Paranaense, a football club competing in Brazil’s top-flight men’s league, Campeonato Brasileiro Série A, announced it has signed a shirt sponsorship deal with sports betting operator Esporte da Sorte.

The new agreement with Esporte da Sorte will see the logo of one of the fastest-growing sports betting operators in Brazil feature on the front of Paranaense’s shirts and the club’s main exhibition properties.

Commenting on the master sponsorship agreement, the chairman and chief executive officer of Athletico Paranaense, Mario Celso Petraglia, stressed the importance of the arrangement for the club at this particular moment of its history.

We are pleased and proud to count on Esportes da Sorte at this very important moment in the club’s history.

Mario Celso Petraglia, CEO & chair, Athletico Paranaense

“About to turn 99, Athletico expects to experience even more victorious moments alongside Esportes da Sorte,” Petraglia added.

Founded on March 26, 1924, through the merger of two traditional clubs in Curitiba, International Football Club and América Futebol Clube, Athletico Paranaense is using the Esporte da Sorte sponsorship deal to mark the 99^th anniversary since its creation.

‘Build Memories’ with Hurricane Fans

Darwin Filho, chief executive officer of Esporte da Sorte, also commented on the sponsorship agreement with the football club known as Hurricane among its supporters, highlighting where the club’s credentials and the operator’s business values align.

“Athletico is a model club and exudes a business culture, modernism and innovation – values that are also part of the Esportes da Sorte’s DNA for more than 20 years,” Filho said, praising the collaboration with Hurricane.

“We arrived here not to be another master sponsor, but to embrace Hurricane and build memories with its passionate fans,” he continued, promising Paranaense’s fans “a lot of support, interaction and activations” as part of the operator’s goal to help the club achieve its sporting objectives and climb up the football hierarchy in the Americas.

The new sponsor logo is set to appear on the shirts of Paranaense’s next game which will be the return leg of the state championship with Maringa at Arena da Baixada after a 2-0 win away from home in the first leg.

The shirt sponsorship deal with Athletico Paranaense is the latest for Esporte da Sorte, a brand that features heavily in Brazil football, sponsoring ten football clubs, and being an official partner of the Campeonato Paulista and the Gaúcho Série A2, as well as the main sponsor of the Copa São Paulo de Futebol Júnior this year.

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