The blossoming relationship between football clubs and betting/casino websites

In the modern era, gambling websites are beginning to have a much closer relationship with football clubs and the sport in general. This is largely due to advancements in technology and advertising, as bookmakers, online casinos and gambling establishments are able to advertise their services at football grounds all over the country.

Some football clubs, including West Ham United, are actually sponsored by bookmakers. The Hammers, who play their home fixtures at Upton Park, are sponsored by online gambling company Betway and advertise their website on their kit and at their stadium.

Even in the lower leagues, bookmakers are getting heavily involved. In fact, the three tiers below the Premier League are all sponsored by Sky Bet, whilst Fulham and Wigan Athletic have had heavy links with Bet Butler and Coral respectively in recent times.

That’s just the way it is. There is now an incredible amount of money in the sport and bookmakers, casino sites and bingo establishments are targeting a growing market. Nowadays, more and more people are placing bets on football matches – which is helping to fuel the growing relationship between clubs and bookmakers.

Even ex-professionals are now getting involved with these websites in order to help advertise and boost the relationship between clubs and bookmakers even more. John Arne Riise, formerly of Fulham and Liverpool, is now an influential figure at Betsson whilst former players, including Michael Owen, are also writing for major gambling establishments.

John Arne Riise

Even Bournemouth, who are now plying their trade in the Premier League, have had their help in the past. The club was on the verge of administration and disappearing into the wilderness back in 2007 and now, they’re playing in England’s top flight due to the economic support from a betting company. It’s fair to say that, while some may have their doubts, the relationship between football and gambling is much more positive nowadays.

Smaller casino websites are now beginning to get involved too. The likes of Mansion, who now sponsor Bournemouth, have grown due to their sponsorship. It wouldn’t be a huge surprise to see other smaller establishments, such as Lucky Nugget Casino, to try and raise their profile by advertising with football clubs. Whether it’s an advert in their matchday programme or hoardings around the perimeter of the pitch, advertising is always good.

As the lower leagues of English football continue to improve, it wouldn’t be a huge surprise to see more gambling establishments turn to the remainder of the Football League. With additional game time on television, the lower leagues are more appealing to companies that are looking for sponsorship in the public eye. Who knows, the entire Football League may have some form of relationship with a gambling corporation eventually.