Betting Site LeoVegas becomes the front of shirt sponsor for Blackpool FC


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Popular UK live casino and sports betting site LeoVegas has announced a new partnership with EFL League One football club Blackpool FC. The new deal means that Swedish-based LeoVegas, which is now among the top gaming and betting sites in the UK, will become the main sponsor of Blackpool FC and will feature prominently on the front of the club’s match day shirts.

The new deal will come as a relief and a positive development for fans of Blackpool FC, especially after the club lost its place in the EFL Championship in April 2023 and was relegated to the EFL League One, England’s third tier of professional football. Despite this recent setback, Blackpool is a popular club with over 135 years of sporting history and a dedicated fan base. This makes it certain that the new partnership is an important milestone for LeoVegas and will bring the betting and gaming provider excellent exposure opportunities and the chance to reach prospective bettors and attract new users to its betting sites.

According to the announcement by LeoVegas, their name and logo will be a prominent feature of the club’s match day shirts, and will also be displayed and advertised across the club’s stadium – Bloomfield Road, including static boards and pitch-side LED screens. It is most likely that a number of other companies have competed for this excellent opportunity, meaning that the betting site has managed to outbid all of them. The deal is possible despite the introduction of the publication of the White Paper on UK gambling which is known to have had direct and significant influence over a recent change in the English Premier League in relation to sponsorship and advertising. The change means that Premier League clubs cannot feature betting sites on the front of their match day shirts, although there is a 3-year transition period before this will be enforced. Fortunately for Blackpool FC and LeoVegas, the new rules, which are meant to limit young people being exposed to betting sites, does not affect sponsorship in the lower football leagues.

Discussing the new partnership with Blackpool FC, LeoVegas Director of UK and Sponsorship Sam Behar said:

“We are delighted to announce this sponsorship with ‘The Seasiders’ for the upcoming season. Partnering with a club like Blackpool that has such a long-standing history in the game presents a fantastic opportunity for LeoVegas Group to promote the greatest igaming experience across the UK. The club and the Group share common values and a desire to grow, and we can’t wait for the season to get underway.”

LeoVegas is owned by betting and gaming giant MGM which is one of the main players in the betting and gaming industry in the United States. MGM’s US operations are heavily based on land-based casinos and retail betting, however the group also has a strong tradition in the online sports betting and online casino sites sector. LeoVegas has been steadily growing and has become one of the best-known and most-trusted betting sites in Europe, and its expansion has been associated with several important sponsorship deals with European football clubs. Experts believe that the betting provider is aiming to reach as many sports fans as it can in order to develop and promote the sports betting side of its business. In March 2021, LeoVegas became the official infotainment partner for Italian Serie A club A.S. Roma. The bookmaker has also worked with Brentford FC, Norwich FC, and with top-tier clubs Manchester City and FC Internazionale Milano. Blackpool is not a random choice either – the club is well-known for sporting tangerine colours in its home games, and those colours are also the trademark of the betting sites operated by LeoVegas.

Discussing the sponsorship, Blackpool FC Chief Operating Officer Jonty Castle:

“We are thrilled to welcome LeoVegas Group on board as a new principal partner ahead of the upcoming season. To be associated with LeoVegas – a globally recognised brand – on the front of all first-team and replica adult shirts is an exciting opportunity for the club, and provides the potential for greater international exposure.“

The sponsorship of football clubs is very important for LeoVegas and hits one of the core objectives of the club’s development plan – to enhance the visibility and reach of its betting sites. It appears that the betting provider is interested in strengthening and consolidating the position of its sports betting operations and having it on par with its casino and live casino services. According to industry experts, a partnership with Blackpool FC is likely to make a big difference in the company’s development journey across the UK and Europe.

About the author

Carl Hughes


Carl Hughes


Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".