June 28 – Premier League clubs are taking full advantage of the time lag between next season and the implementation of a ban on shirt sponsorship from betting operators from the start of the 2026/27 season.
Earlier this month Aston Villa announced a two-season shirt sponsorship with BK8. Fulham and Burnley have now signed one-year deals with SBOTOP and W88 respectively.
For the 2022/23 season Fulham announced a record-breaking sponsorship deal with W88 for their shirt. That record has been broken again with the new SBOTOP agreement, said the club. In the meantime W88, who have previously had shirt deals with Wolverhampton Wanderers, Crystal Palace, and Aston Villa, have taken newly promoted Burnley’s shirt position.
Bill Mummery, SBOTOP Chief Executive Officer, said: “We are delighted and excited to bring our two ‘Premier Brands’ together. Jointly, we look forward to increasing both our brands’ awareness on a truly global platform in the coming seasons.”
Mummery’s comment indicates that this will be more than a one season deal and though no value has been given for the sponsorship, it is reckoned to be in region of £10 million.
The W88 logo will be worn by both the men’s and women’s first teams at Burnley. W88 will also receive ad inventory across Turf Moor on matchdays and via the Club’s digital channels.
W88 has committed to work on community projects and initiatives, including the club’s charitable activities.
Burnley director Stuart Hunt said: “Following lengthy discussions we are pleased to confirm W88 as our front of shirt sponsor for the upcoming season. As a newly promoted club, a partnership such as this plays a significant role in helping us to compete in the Premier League.”
No value was given for the deal though industry sources say it is no more than £8 million.
Contact the writer of this story at moc.l1714031467labto1714031467ofdlr1714031467owedi1714031467sni@n1714031467osloh1714031467cin.l1714031467uap1714031467