Manchester United has become the latest English football club to enter into a major partnership with an online betting company after the Club announced a deal with MoPlay.
MoPlay is a new online sports betting site that offers an extensive range of markets on all European football leagues, UK and Irish horse racing, cricket and tennis, plus a huge range of markets on international sports, including NBA and NFL. The emphasis is on live, in-play betting and mobile betting via the new MoPlay app. Casino games and online slots are also a feature.
The multi-year, global deal will involve the two working together to produce exclusive content for fans, although the MoPlay logo will not appear on United shirts, with Chevrolet continuing in their role as shirt sponsor. MoPlay instead will be officially designated as United’s Global Betting Partner, replacing Marathon Bet who had been with the Club since 2015.
MoPlay, which is owned by Addison Global, launched in June 2018 and since then has managed to grow its profile in the industry very quickly. Its sports betting site and mobile app operate on SBTech’s Chameleon360 iGaming platform, and features a contemporary look and design that the company expects will appeal to a new generation of ‘tech-savvy’ sports punters.
It is easy to understand why a new sports betting brand in a crowded market like MoPlay would want to get on board with Manchester United — the Club is estimated to have over 650 million fans worldwide, as so being associated with the United brand gives sponsors more global exposure and reach them just about any other advertising platform.
Premier League Football Betting
United are not the only club, however, who has entered into a close working relationship with an online betting company. The Premier League is enormously popular all over the world, and this is why almost all of the major online bookmakers in the UK, many featured here have partnerships with Premier League and Championship clubs.
We are now almost at a point where the relationship between English football clubs and online betting companies in universal, and the number of partnerships is increasing all the time. Being involved with a leading English football club gives online bookmakers extensive coverage in all types of markets, and it’s clearly a deal that would seem to benefit both parties — nine of the 20 teams in the Premier League, as well as 17 of the 24 teams in the Championship, have online betting companies as their shirt sponsors. In addition, SkyBet sponsor the Championship in England, as well as League 1 and League 2.
Alongside United, some of the big name English Premier League and Championship clubs who have sponsorship deals with bookmakers include Everton (SportPesa), Newcastle United (Fun88), West Ham (Betway), Wolves (W88), Aston Villa (32Red), Leeds United (32Red) and Norwich City (LeoVegas).
However, despite the dominance of the Premier League as a global brand, sponsorship by bookmakers is playing an increasingly important role in other leagues as well. For instance, Betfair if the official betting partner of Sevilla in La Liga, while Celtic in the Scottish Premier League has recently signed a record-breaking deal with Dafabet.
This sort of partnership is clearly seen as an important one, and as long as the Premier League continues to maintain its level of popularity globally, we can expect to see UK and international online sports betting companies continue to play a pivotal sponsorship role in the industry.