Betting Operators Secure Flurry of Sports Sponsorships Across UK and Europe

A number of sports betting operators have recently finalised new sponsorship agreements, highlighting the continued strategic importance of sports partnerships for brand visibility in the UK and continental Europe. The announcements include deals for UK bookmaker betTOM, Welsh operator DragonBet, and the pan-European firm Superbet.

betTOM Secures Multiple UK Football Deals

UK bookmaker betTOM, which launched in 2025, has significantly expanded its presence in English football by becoming the Official Betting Partner for Burnley FC for the 2026/27 season. The agreement covers branding placement on the back of the shorts for all three kits worn by the men's and women's first teams.

The operator’s logo will also gain visibility at Burnley’s home ground, Turf Moor, including within the home and away dugouts. This type of non-front-of-shirt sponsorship is becoming increasingly common as the Premier League’s voluntary ban on gambling logos on the front of match day shirts is implemented.

In addition to the Burnley partnership, betTOM has also secured agreements with two clubs in EFL League One, Peterborough United and Stockport County FC, further extending its reach within the English football pyramid.

DragonBet Partners with Cardiff Rugby

In Wales, online bookmaker DragonBet has announced a new partnership with Cardiff Rugby. The deal is timed to coincide with a historic year for the club, which was established in 1876 and will be celebrating its 150th season during the 2026/27 campaign.

The sponsorship will see the DragonBet logo featured on the collar of the Cardiff Rugby kit throughout the landmark season, providing brand exposure for the Welsh-focused operator.

Superbet Expands Greek Presence with Title Sponsorship

Looking towards the European market, Superbet has signed a three-year partnership with Greece's Super League 2. The agreement establishes Superbet as the title sponsor for the country's second division of professional football.

As part of its role as title sponsor, Superbet will be involved in several league-wide initiatives. These include the introduction of a new trophy design for the competition and the launch of a revamped and modernised official league website.

The deal represents a substantial marketing investment for the operator in the Greek market. Superbet had launched its services locally in the country just over six months prior to the announcement of the Super League 2 partnership, indicating a clear strategy for rapid brand growth in the region.