Norwich City to continue Spreadex deal as Premier League gambling sponsors revealed

Norwich City has confirmed its partnership with Spreadex will continue despite its “values”-driven decision to end front-of-shirt gambling sponsorships. The Norfolk side confirmed it would no longer partner with gambling firms for its front-of-shirt deals after ditching Asia-facing BK8 and would continue its partnership with local car manufacturer Lotus. However, EGR understands perimeter and LED advertising for St Albans-based spread betting firm Spreadex will continue at Norwich’s Carrow Road stadium, despite strong condemnation from the club regarding the industry. Earlier this week, commercial director Sam Jeffery said on the club’s YouTube channel: “[It goes back to our] values – what we stand for and the revenue that can be derived [from betting firms]. Our values stand for more and we are proud to say we will no longer have a betting partner on the front of our shirt,” he insisted. The decision to continue partnering with the industry, albeit with a less prominent advertising, is a continuing trend for football clubs despite apparent moves to distance football from gambling. Earlier this month, Brighton chairman Tony Bloom revealed his support for a ban on front-of-shirt gambling logos but said there was a space for the industry to remain in the game. In fact, Brighton counts online operator Betway as its official global betting partner. The future of gambling shirt sponsorship is set to face a voluntary vote among Premier League clubs, in what many see as a low-hanging-fruit policy to revoke premium advertising real estate in favour of continuing fringe advertising.

For example, Wolves have ditched Asia-facing operator ManBetX as its front-of-shirt sponsor in favour of AstroPay. However, the club still holds gambling partnerships with 12Bet.com (sleeve sponsor) and bet365 as a “global partner”. And despite reports that the so-called ‘big six’ (Manchester City, Manchester United, Liverpool, Chelsea, Arsenal and Spurs) would all support the ban, four of those clubs have gambling partnerships. Arsenal count crypto-gambling firm Sportsbet.io as an official partner while Manchester City recently inked a deal with white-label firm 8XBet. Spurs hold partnerships with both Fun88 and Betway while Chelsea has teamed up with Parimatch. The vote would require 14 clubs to back the measure, with shirt sponsorships being phased out by the 2024-25 season, while sleeve, perimeter and stadium advertising would still be allowed. Eight Premier League clubs currently hold front-of-shirt sponsorships with gambling companies, including three deals inked before the start of the upcoming season, despite looming regulation. Everton partnered with Stake.com, which sparked uproar among sections of the the Merseyside club’s fan base, while Bournemouth joined forces with Dafabet and Fulham linked up with W88. West Ham (Betway), Newcastle (Fun88), Leeds (SBOTOP), Southampton (Sportsbet.io) and Brentford (Hollywoodbets) are the remaining sides with front-of-shirt gambling sponsors. Reports in June suggested Newcastle were looking to end the partnership with Fun88 early, however the newly monied club still name BoyleSports as an official partner. Finally, Crystal Palace and Aston Villa both decided to ditch gambling firms as front-of-shirt sponsors, as well as remove all secondary and tertiary relationships. Crystal Palace sport Cinch on the club’s shirts, while Villa now partner with Cazoo. Crystal Palace also hold partnerships with GambleAware and Gamstop in a definitive move to support those at-risk from gambling-related harm.