May 10 – With the UK gambling review proposing a new Code of Conduct for betting sponsorship deals with football teams, League One Peterborough United who are in the play-offs chasing a spot in the EFL Championship, have agreed a two-year deal with Irish bookmaker QuinnBet.
The EFL lobbied for an exclusion from any new UK laws that would limit betting sponsors on shirts in their three leagues below the Premier League, and successfully achieved it. The EFL’s leagues have been sponsored by Skybet since 2013.
Lawmakers were concerned about removing a key sponsorship category from the EFL’s club membership and potentially tipping clubs living close to the financial edge over it and towards bankruptcy.
Premier League clubs – 18 out of 20 – voted in favour of voluntarily phasing out front-of-shirt betting sponsorships from the 2026/27 season onwards, but retaining sleeve and perimeter advertising deals.
Designated as an ‘official advertising partner’, QuinnBet’s two-year deal with Peterborough will see them receive advertising around Peterborough’s stadium, as well as within the club’s match day programme.
It is anticipated that QuninnBet could find its way to branding on the team’s shirts, though whether it is on the front or sleeve has not been specified.
Peterborough United Commercial Manager, Alex Harris, said: “We are pleased to welcome QuinnBet to the family and are looking forward to developing our partnership with them over the next two years and hopefully beyond.”
How far beyond will depend on performance, though with the EFL’s new and massively expanded coverage deal with Sky, the exposure for QuinnBet will be significant. A shirt position for obviously boost that.
Niall McPartland, Marketing Manager at QuinnBet, commented: “The club is steeped in history, and we are very proud to announce this two-year partnership. We wish all the club every good luck for the remainder of the current season and for what’s to come!”
No value was given for the partnership.
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