June 30 – Burnley, relegated from the Premier League last season, have signed a two-year shirt sponsorship deal with online casino and betting platform 96.com.
No value was given for the deal but the club said it is a “record commercial fee” while playing in the Championship. 96.com are in part betting on a bounceback return to the Premier League for Burnley.
The sponsorship, which covers the men’s and women’s teams, marks 96.com’s entry into the UK market.
f has signed up betting operator 96.com as its front-of-shirt partner for both the men’s and women’s teams as part of a two-year deal, from 2024-25 to 2025-26.
A statement from the online bookie, that was founded in 2019, said: “We’re delighted to announce our two-year partnership with Burnley FC, a deal that signals our arrival as a major player on the UK sports and gaming entertainment market.
“96.com’s exponential growth and success in recent years is testament to our fan-first approach that delivers the No.1 betting experience for sports fans. We firmly believe in the club’s future vision and can’t wait to support the team next season on their quest to return to the Premier League.”
The Premier League has agreed to drop shirt front sponsorships from bookmakers at the end of the 2024-25 season in a bid to avoid rigorous regulation of their gambling revenue sponsorship stream. The EFL has not followed their lead arguing that bookmaker revenue is fundamental to their clubs’ financing, and that their clubs are at the centre of their local communities.
Stuart Hunt, the club’s president of business operations, welcomed the sponsorship saying: “96.com have invested a record commercial fee for Burnley FC while playing in the Championship. With their support, the club will be able to further invest in the infrastructure and football ecosystem, creating the best possible product on and off the pitch.
“The premium sports and gaming entertainment platform are the latest of several global partners to join the Burnley FC family, highlighting the club’s commitment to becoming a global and innovative brand.”
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