Kindred Group, the principal club sponsor of Middlesbrough FC, has vowed to donate its front-of-shirt sponsorship space for the upcoming match against Millwall FC. According to the gambling operator, its logo will be temporarily replaced by the logo of the MFC Foundation.

Kindred, which is the company behind leading betting brands such as 32Red and Unibet, said that the move seeks to draw attention to the foundation’s award-winning work. MFC Foundation’s work consists in raising aspirations and improving the life chances of people across Teesside.

The increased visibility will promote the non-profit’s invaluable work. For reference, MFC Foundation’s activities are supported and funded by a number of influential commercial partners, such as Kindred Group.

Kindred is also a supporter of MFC Foundation’s Think With Your Feet, a program that enables local men to meet, play soccer and discuss their mental health issues.

In addition to donating its front-of-shirt sponsorship space for the upcoming match weekend, Kindred also donated its hospitality access to the Millwall fixture to participant from MFC Foundation’s Walking Football and East Cleveland Fitness sessions.

Under the agreement, Boro’s players will also wear MFC Foundation’s logo during the warm up session on Saturday.

Kindred Group Is Committed to Making a Change

Kindred Group’s managing director for the UK, Neil Banbury, explained that the company is determined to implement a new kind of sponsorship model. To that end, Kindred seeks to be a positive influence and promote initiatives such as the MFC Foundation’s programs.

We are in a position to positively influence clubs and communities and take that responsibility seriously. That’s why it’s great to be able to highlight MFC Foundation – and its range of work across the region – in this weekend’s game.

Neil Banbury, MD UK, Kindred Group

Meanwhile, Lynsey Edwards, MFC Foundation’s head, thanked Kindred for its support, praising the opportunity to reinforce the importance of MFC Foundation to the wider soccer community.

We’re grateful to the support from our partners that supports the varied work we do across the region, and we look forward to building on that in the months ahead.

Lynsey Edwards, head, MFC Foundation

In other news, Kindred recently added live casino content from OnAir Entertainment to its portfolio.

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BoyleSports, an Irish gambling company, has unveiled a new partnership deal with Horse Racing Ireland (HRI) Racecourses, HRI’s arm responsible for running the company’s racecourses throughout the country. The three-year deal will see the two parties collaborate until 2027.

As per the arrangement, the bookmaker has renewed its sponsorship of the Irish Grand National, a major racing event in Ireland. In addition to that, BoyleSports will serve as the official betting partner for the Leopardstown summer series. Additional sponsorships will see the bookmaker sponsor the Grade Three Joe Mac Novice Hurdle and the Grade Two Webster Cup Chase.

The deal with BoyleSports will once again cement the Irish Grand National as the richest race in the Irish National Hunt calendar, allowing it to offer a prize pool of €500,000 ($543,000).

BoyleSports’ commitment as principal partner of the Fairyhouse Easter Festival will also see it sponsor two more Easter weekend races, further reaffirming the operator’s overall commitment to Ireland’s betting sector.

HRI Racecourses Praised BoyleSports’ Commitment to Irish Racing

BoyleSports’ chief executive officer, Vlad Kaltenieks, commented on the agreement with HRI, saying that racing is an integral part of the Irish DNA. Because of that, his team is happy to continue supporting the sector.

With our new extended sponsorship as official betting partner to the summer series, we look forward to switching from a thrilling Easter Festival at Fairyhouse to a cracking summer of racing and entertainment at Leopardstown.

Vlad Kaltenieks, CEO, BoyleSports

HRI Racecourses’ chief executive officer, Paul Dermody, also commented on the matter, praising BoyleSports for supporting Irish racing. Dermody thanked the bookmaker for its continued support and the extension of multiple sponsorship agreements.

Partnering with Irish racing continues to deliver significant commercial opportunities and value to brands and we look forward to supporting BoyleSports in the activation of this agreement.

Paul Dermody, CEO, HRI Racecourses

In the meantime, BoyleSports continues to oppose Ireland’s proposed gambling reforms and, along with Sky Sports Racing, has warned that it might leave the Irish sector if it’s not exempted from Ireland’s proposed gambling ads ban.

However, James Browne, the Irish minister tasked with revamping the industry, slammed the scaremongering efforts and the misinformation attempts.

In other news, BoyleSports recently expanded its leadership team, welcoming Michail Koutsoukos as head of customer engagement.

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The Netherlands gambling regulator (Kansspelautoriteit/KSA) has reminded operators that untargeted ads are no longer permitted. The warning comes in the wake of a recent violation that forced the KSA to intervene.

According to the authority, a licensed gambling company had aired an untargeted ad during a TV game show. While the Netherlands has yet to fully prohibit TV sponsorships, there are some strict restrictions, that this operator violated.

For reference, the Netherlands banned untargeted advertisements last year and is set to disallow TV sponsorships from July 1, 2024. Then, a year later, the country also plans to ban gambling sponsorship contracts in professional sports.

The gradual crackdown on gambling advertisements and sponsorships takes in mind gambling companies’ existing deals and provides them with ample time to prepare for the changes. However, the KSA continues to detect certain violations from time to time.

The crackdown on advertising seeks to combat the concerning problem gambling rates in the country and protect minors and vulnerable groups from exposure to gambling content.

The KSA Asked the Operator and TV Program to Fix the Issue

Commenting on the current case, the KSA explained that the advertisement in question failed to meet the conditions for TV program sponsorships. According to the authority, such sponsorships mean that an operator’s logo is allowed to appear neutrally during broadcasts.

However, the TV program in question also featured a game element involving a fruit-themed slot. The KSA emphasized that it does not believe this to be a “neutral expression.”

The KSA added that it contacted the operator and the TV program in question, addressing the matter. As a result, the game element was adjusted, the regulator concluded.

The current warning comes a month after the KSA launched a probe into slot machine arcades. In December, the authority warned that supervisors will carry out checks on compliance with the requirements of addiction prevention, ensuring that arcades do not violate the rules.

In the meantime, the KSA prepares for a major leadership change this year as René Jansen, its current board chairman, reached retirement age and decided not to renew his term.

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The leading wagering operator bet365 has formed a major partnership with the Charlotte Hornets, a National Basketball Association franchise. Under the agreement, the gaming and betting operator will serve as the team’s official mobile betting provider.

The arrangement comes as North Carolina prepares to launch legal sports betting on January 8. While locals will not be able to wager on sports immediately once the law is passed, betting in the state should launch by June 15 at the latest.

As a result, the activation of the partnership between bet365 and the Charlotte Hornets will also be delayed until the official launch of sports betting in the state.

As the Hornets’ official sponsor, bet365 will establish a presence at the Spectrum Center, as well as across the team’s official digital media platforms.

The Charlotte Hornets are notably the fifth professional sports club in the US to join forces with bet365. Prior to the current agreement, the operator also signed similar agreements with the Cleveland Guardians, Colorado Rockies, San Antonio Spurs and Washington Commanders.

Bet365’s products are already available in a number of states, including Colorado, Iowa, New Jersey, Kentucky, Ohio and Virginia, allowing it to reach more American sports aficionados. The company offers sports betting markets for some 78 sports and serves 90 million fans around the globe.

Bet365 just reaffirmed its commitment to supporting the professional darts sector by vowing to support the US Darts Masters event for another year. Under that deal, the gambling company will continue to serve as the competition’s title sponsor, as well as the sponsor of the North American Championship.

North Carolina Betting Is Looming on the Horizon

In the meantime, North Carolina continues to move toward the legalization of sports betting. Despite delaying the launch, the state is working hard on establishing a reliable regulatory framework.

A few days ago, the North Carolina State Lottery Commission reported that it has adopted the first package of sports betting rules. The package covers a variety of topics, including regulations on advertising practices.

In the meantime, the commission is already working on the next set of rules. The public is invited to provide its input by November 27.

Earlier this year, North Carolina also tried to expand its gambling industry by promoting the legalization of more casinos. However, the proposal was met with intense resistance from people who fear that expanding the casino industry may lead to more harm than good.

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Sports betting and online gaming giant Parimatch has renewed its sponsorship agreement with Leicester City FC, a major soccer club. The operator will thus continue to serve as the club’s official betting partner through the 2023/24 season.

Parimatch has served as the team’s official partner since the 2020/21 season. The partnership between the two parties proved to be a fruitful one, prompting the current extension.

As agreed, Parimatch’s branding will feature at the King Power Stadium. The operator’s logo will be visible on the stadium’s pitch-side advertising boards and interview backgrounds. The gambling company’s branding will also feature across Leicester City FC’s social media and other digital platforms.

In return, Parimatch will hold online and offline advertising rights.

Leicester City FC Is Excited to Extend a Fruitful Partnership

Harj Hir, Leicester City FC’s head of partnerships, commented on the matter. He said that the club has enjoyed a very successful relationship with Parimatch so far and is looking forward to expanding the partnership.

Hir pointed out that the partnership has benefitted both parties, allowing them to grow their respective international footprints.

We’ve helped to grow each other’s international profile over the past few years, and we now look forward to building on that success.

Harj Hir, head of partnerships, Leicester City FC

Parimatch UK’s head, Filip Pirozenok, also commented on the expanded partnership, expressing his team’s delight at the opportunity to continue working with the soccer club and serve as its official betting partner for another season.

Pirozenok noted that the partnership allows his team to tap into Championship advertising. It also allows Parimatch to offer exclusive promotions, competitions and giveaways, the head added.

In the meantime, Parimatch will also continue to serve as the official betting partner of Chelsea FC, another famous British soccer club, despite earlier considerations.

Parimatch Faces Trouble in Ukraine

Speaking of Parimatch, the betting and gaming site was recently suspended in Ukraine because of alleged ties with Russia. Parimatch, believing the sanctioning to be a mistake, asked the government to reevaluate its stance.

After a petition collected thousands of signatures, Zelenskyy himself commented on the matter. He pointed out that numerous gambling organizations with ties to Russia had previously worked to undermine Ukraine. However, he admitted that a mistake may have been made and asked Denys Shmyhal, Ukraine’s prime minister, to review the case.

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The famous soccer club based in Wolverhampton, England, Wolverhampton Wanderers Football Club, also popular as Wolves, announced Monday a new sponsorship agreement. The club confirmed that it joined forces with the industry-leading sports entertainment platform with a strong presence in Asia, 6686 Sport.

Judging by a statement released by the Wolves, the sponsorship designates the company as the club’s official Asian betting partner. The collaboration saw the betting brand’s logo on the team’s sleeves for the pre-season friendly matches, applicable for its away and home kits.

The new sponsorship will see 6686 Sport’s logo appear on all Wolves’ playing and adult replica kits throughout the season. Additionally, the famous betting and gaming brand will benefit from double-row LED advertisements for all Molineux Premier League games.

Ultimately, through the LED advertisements and logo, 6686 Sport will be able to engage with new audiences in Asia, elevating its leadership role and exposure. Besides engaging with new audiences through brand exposure, the brand vowed to develop new content in collaboration with the Wolves. This content will cater to the global fans of the team, as well as the sport.

The collaboration with Wolves comes on the heels of another deal announced by 6686 Sport. Earlier this month, the company confirmed it joined forces with AS Monaco, a globally-recognized soccer club with millions of fans. Under the deal, 6686 was designated as AS Monaco’s official regional partner for Asia for the next three seasons.

Danny Chen, 6686’s brand manager, was delighted to see the company join forces with the Wolves. He predicted that the collaboration will help revolutionize the sports betting vertical, delivering unique experiences for sports fans and bettors.

Chen added: “With many collective years of industry expertise, 6686 Sports has established itself as a trusted leader in the betting platform realm.” He spoke about the company’s love for soccer which enables it to deliver unique betting experiences. Finally, Chen predicted that the deal will play an important part in the development of the future of sports betting.

“We are delighted to announce our thrilling partnership with Wolves, as we join forces to revolutionize the world of sports betting.“

Danny Chen, brand manager of 6686 Sport

Russell Jones, Wolve’s general manager for marketing and commercial growth, added: “We are delighted to formally welcome 6686 Sport to the club ahead of our first Premier League fixture at Old Trafford on Monday night.” He pointed out that the new deal marks a milestone agreement for the club as it is the biggest one to date.

Jones spoke about the Wolves’ growing presence in Asia, saying that the club is excited to team up with 6686 for the 2023/24 season. Finally, he said that he is looking forward to the thrilling experiences the new activation will bring for sports fans.

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Ayr Racecourse has welcomed this ongoing commitment on behalf of the sportsbook and said that the Virgin Bet Ayr Gold Cup has reached a value of £180,000 ($235,000) and continues to be a perpetual source of excitement for fans.

Ayr Racecourse Finds Unfaltering Partner

The event has also grown in prominence and has been able to engage with fans of horse racing, not least thanks to the backing of the bookmaker. The venue also hosts the Gold Cup and Silver Cup, as well as the Bronze Cup, making it the only venue that keeps all three in the same place across the United Kingdom.

As to Virgin Bet’s actual commitment to the event, the sportsbook will be sponsoring the entire three-day Festival which will kick off on Thursday, September 21, and will also feature the Virgin Bet Kilkerran Cup. On Friday, the festival will then feature Virgin Bet Bronze Cup and the sportsbook will similarly sponsor the Saturday Gold Cup race as well.

Commenting on this opportunity, Ayr managing director David Brown has expressed his thanks to the new sponsor and the significance of this ongoing relationship with the bookmaker:

The Virgin Bet name will be associated with the entire 3-day Festival once again and, as well as the Ayr Gold Cup itself, another 8 key contests over the 3-days will be sponsored by Virgin Bet, including the prestigious Firth Of Clyde Stakes for 2-year-olds and the mile and a quarter Doonside Cup.

Virgin Bet marketing director Ric Leask was similarly excited about the event. He said that it was with great pleasure that his company was offering sponsorship for the event for a third consecutive year.

The Rising Star and Fixture in British Sports Betting

“Virgin Bet remains committed to being a leading player in the world of horse racing, and sponsoring this prestigious race demonstrates this,” Leask added. Virgin Bet is one of the newest sports betting companies in the United Kingdom. The company was launched in 2019 in the market, and it received accolades as “The Rising Star” from SBC 2021.

Virgin Bet works closely with LiveScore Group to deliver some of the best sports betting experiences. Just as well, the company continues to sponsor prominent racing and sports events.

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10bet South Africa’s four-year collaboration with the South African Football Association (SAFA) marks a significant milestone for the company’s efforts in the region. The extra funds will be instrumental for the national team’s upcoming tournaments, while the operator will significantly bolster its brand recognition. This mutually beneficial partnership reflects the two parties’ shared values and paves the way for future collaborations.

Fans Will Have New Ways to Engage with the Sport

As the official betting partner of Bafana Bafana, 10bet will actively engage with soccer fans by offering unique experiences, exclusive promotions, and exciting betting opportunities related to the team’s matches and events. This collaboration creates a platform for soccer enthusiasts to immerse themselves in the sport, fostering a sense of excitement and community among fans.

Collaborating with South Africa’s soccer authority will ensure that the operator remains in touch with the evolving needs of audiences, guaranteeing long-term success. 10bet South Africa chief revenue officer Michelle Henriques Colborne was excited regarding the collaboration, highlighting the two entities’ shared values and commitment to their fans.

Bafana Bafana has played a pivotal role in bringing people together, generating excitement, and positively impacting communities. (It) is a perfect fit for our growing brand.

Michelle Henriques Colborne, 10bet South Africa chief revenue officer

This partnership provides an excellent opportunity to increase brand visibility and reach a broader audience of passionate soccer fans. 10bet will benefit from exposure through various community initiatives and social media campaigns. This heightened visibility will strengthen the operator’s position as a trusted and reputable South African sports betting brand.

10bet’s Support Will Bolster the National Team

Beyond the promotional aspect, the partnership between 10bet and SAFA emphasizes their shared goal of empowering South African soccer. The operator will support the national team during the next two Africa Cup of Nations (AFCON) tournaments, contributing to the sport’s enduring growth and success. SAFA CEO Lydia Monyepa was excited regarding the collaboration, hoping it would lead to long-lasting benefits.

We hope this partnership will help us bring fans the best possible product and experience and continue growing South African football.

Lydia Monyepa, SAFA CEO

South Africa’s untapped sports betting market presents a compelling opportunity for operators. Despite 10bet’s late arrival in the country, the brand has already secured a stable foothold and plans to bolster its regional presence. However, 10bet’s newest partnership coincides with rising concerns regarding problem gambling in sub-Saharan Africa as regulators seem powerless to stop unscrupulous operators.

Despite the uncertain regulatory environment, 10bet recognizes the importance of responsible gambling and player welfare. The company’s newest partnership with SAFA relies on their mutual commitment to engaging audiences inclusively and responsibly while allowing soccer and betting fans to enjoy their hobbies to the fullest. Utilizing the authority’s significant local experience should allow 10bet to excel in the region and become an example for other operators.

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Known for its unparalleled appreciation and ongoing support for sports, Betsson, the premium betting company with over 20 casino, sportsbook, and other games brands has “proudly” announced its latest proof of love for padel tennis. 

The company has become the official title sponsor of the highly-anticipated A1 Padel (formerly ATP) Swedish Master tournament that will be held between July 10 and July 16 in Halmstad. The event will reunite some of the most reputable names in the sport’s history.

Finally, Sweden’s Time to Host the A1 Padel

The Swedish-founded gaming company joined the A1 Padel tournament right on time, as the event is getting ready to unfold in the Scandinavian country for the first time in history. 

Last year, the tournament was supposed to be held in Båstad. However, a last-minute change of location to Tenerife prevented the Swedes from giving a warm welcome to some of the world’s most skilled padel players.

The week-long event will now be held at Halmstad’s main plaza and it will host highly-ranked players including names. The list will include the hot Argentinian duo made of Franco Dal Bianco, A1 Padel’s first-ranked player, and Maximiliano Arce, the equally skilled player who helped Dal Bianco scoop up their fifth title of the season at the Estepark Open final in June when they defeated Fede Mouriño and Ignacio Piotto. 

Together, the two made it to history books by becoming the first qualifiers to make it into the finals and win a title. The July Halmstad tournament will also host Leo Tolito Aguirre, who is considered one of the most talented padel players on the planet, along with other illustrious names that fans of the sport will be thrilled to meet. 

With the help of the new Betsson sponsorship, the Swedish Master will display a prize pool set at SEK 1 million ($93.871). The tournament is currently spread across 18 separate global locations including Buenos Aires, New York, Cape Town, and Miami, helping it surpass the World Padel Tour. 

A1 Padel Sweden, “Delighted to Join Forces with Betsson”

A1 Padel Sweden’s chief executive officer, Christer Garell, expressed their thrill to join hands with the multi-national company that currently employs more than 2,200 people. 

Garell called the tournament “the summer’s biggest padel event” while referring to Betsson as one of the operators with a proven commitment to the padel sport throughout the years especially through their involvement in South America, the cradle of a large number of top players who will be attending this year’s event. 

The CEO also expressed his belief that Betsson will significantly improve the experience of attendees and live viewers who will be watching the competition live on ESPN. 

Using the voice of ambassador Cayetano Rocafort who won two APT competitions in 2021, Betsson further praised the fast growth of the thriving Swedish Master with special emphasis on its evolution in the past five years. 

Last November, ex-professional soccer player Nicole Regnier was appointed as Betsson’s ambassador for Colombia. Betsson Sweden’s managing director, Mattias Wennerkvist, said they were “immensely proud” and considered it to be an honor to be able to show their support for the sport in Halmstad and reaffirm their passion for the padel tennis. 

The MD further added that their dedication will go “beyond mere sponsorship”, with the company getting ready to keep a close eye on the heated action while doing exclusive interviews with the players and offering competitive odds to interested bettors. 

In 2022, the company launched the Betsson Padel Tour, the country’s first-ever national padel tennis amateur tournament.

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Earlier this year, ahead of the release of the White Paper of the Gambling Act in the UK, soccer clubs in the country showed support for a voluntary ban on front-of-shirt gambling sponsorships. While the White Paper was released recently, major clubs in the country had already agreed to go through a transition period over the next few years before completely banning front-of-shirt gambling sponsorships.

That transition period, gave some room for clubs with existing deals or new short-term deals to complete them, through the end of the 2025/26 season, allowing the ban on gambling front-of-shirt sponsorships to be implemented with the 2027 season. Yet, while clubs vowed to gradually phase out such deals, new deals are still being signed.

Earlier this week, English Premier League (EPL) soccer club, Aston Villa FC, announced it entered into a new sponsorship agreement with the online gambling company BK8. Under the terms of the new three-year deal, the company was designated as Aston Villa’s main front-of-shirt sponsor, a move that immediately captured the attention of sports and responsible gambling organizations, stakeholders and even soccer fans.

BK8’s partnership with Aston Villa was noticed by the Aston Villa Supporters’ Trust, which issued a statement condemning the collaboration. On Thursday, the Trust said that it is unhappy with the club’s decision to join forces with a gambling company for the upcoming three seasons.

“The Aston Villa Supporters’ Trust is highly disappointed with the Club’s announcement of a Principal Partnership with BK8 as its front-of-shirt sponsor for the next three seasons,“

reads a statement released by the Aston Villa Supporters’ Trust

Scooping Financial Gains before Front-Of-Shirt Ban

According to the Trust, the club was contacted earlier this year by fan groups that joined forces for a statement, outlining the concerns of potential sponsorship with BK8. At the time, the joint statement warned that there are more than 400 gambling-related suicides every year in the UK.

Additionally, it said that millions of people are impacted by gambling harm and pointed to “BK8’s misogynistic marketing practices,” urging the team not to join forces with a gambling company for a front-of-shirt sponsorship. The aforementioned misogynistic practices the Trust referred to are old advertisements by BK8 that reportedly included simulated sexual acts by women.

The Trust said that Aston Villa “failed to listen to the legitimate concerns of fans about the role of gambling sponsorship in sports” and harshly criticized the new sponsorship with BK8. “The BK8 agreement is a cynical last-minute attempt to scoop the financial gains ahead of the voluntary ban on front-of-shirt gambling sponsors taking effect from the 2026-27 season,” wrote the Aston Villa Supporters’ Trust.

The new sponsorship deal captured the attention of the charity Gambling with Lives, which called the deal “not only tone-deaf but also dangerous.” The charity warned that one person dies every day in the UK due to problem gambling. It added that sports fans include children which is why it is paramount gambling ads to be excluded from such events.

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