Football Club Partnerships with Online Gaming Companies: A Trend Analysis

In an age of escalating คู่มือ UFABET เว็บตรง sponsorship costs and a decline in sponsorship revenues, clubs are looking for innovative new ways to generate income. Increasingly fintech brands are entering the football space and securing partnerships with top-tier clubs. While this is a welcome development, some experts have questioned whether or not these partners are actually doing the best for the club’s brand.

One such example is payment provider Laybuy, who teamed up with Manchester City to become the first buy now pay later scheme in top-flight football. The deal is expected to drive ticket sales and fan engagement, while also providing a valuable platform for the brand to highlight their social impact work.

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Similarly, online gambling companies are now sponsoring teams across the EFL and other domestic leagues. In fact, a quarter of English top-tier clubs now feature the name of an online betting site on their shirts.

Some of these deals are quite significant. For instance, PUBG Mobile has recently announced a collaboration with Liverpool FC that will see players earn exclusive in-game Liverpool merchandise through playing the game. This is the first time that an online gaming company has partnered with a football club to create a tie-in of this kind.