New Burnley chairman promises to review LoveBet sponsorship deal
Alan Pace tells fans he will reconsider club’s commercial strategy to better reflect its social responsibility aims
The new chairman of Premier League side Burnley has promised to review the club’s relationship with gambling sponsors following its takeover by an American consortium.
Alan Pace, a former Wall Street banker, led a £170m takeover of the Lancashire club via his investment firm ALK Capital, and has already indicated to fans that he will lead a thorough review of the club’s commercial strategy.
Following the completion of the takeover on 31 December 2020, Pace has been interacting regularly with Burnley fans via Twitter, with some posting questions regarding the Turf Moor outfit’s relationships with Ladbrokes and front-of-shirt partner LoveBet.
Replying to two separate fans, both who raised concerns around onboarding gambling companies as club partners, Pace said the club, under his stewardship, would conduct a full review.
In his first tweet, Pace said: “It’s [gambling sponsorship] an issue I’m aware of and have my own personal views on, too. I can promise it will be reviewed as part of the overall commercial strategy for the club.”
I couldn’t agree more, Mairwen. There may be some historic contractual obligations, but it’s an issue I’ll be reviewing with my team for the long-term.
— Alan Pace (@AlanPaceBFC) January 4, 2021
The personal views that Pace refers to reflect the fact that he and his partners involved in the takeover are members of The Church of Jesus Christ of Latter-day Saints, or Mormons, who actively oppose all forms of gambling.
The American went on to state that while there may be some financial and contractual issues in regard to the club’s existing sponsorship deals, he would endeavour to resolve this moving forward.
Pace added: “There may be some historic contractual obligations, but it’s an issue I’ll be reviewing with my team for the long-term.”
Asia-facing LoveBet inked a three-year deal to become Burnley’s principal partner in the summer of 2019, while the club also holds a relationship with Filipino firm Dafabet.