Following news that Premier League teams will no longer host front-of-shirt gambling sponsorships, SBOTOP has underlined the importance of partners having a period of transition to adjust to new regulations.
Bill Mummery, CEO of Celton Manx Limited – parent company of SBOTOP, whose branding is present on the kits of Leeds United – highlighted that the agreement to phase out betting sponsorships is voluntary between the clubs and doesn’t come into effect until the 2025/26 season.
According to Mummery, this will allow enough time for bookmakers to adapt and adjust their business in accordance to the new arrangements, as well as effectively accommodate the investments made in “‘respective communities and causes” with teams “from top to bottom of the league”.
Questioned on the value that the Premier League sponsorships have brought to the company’s overall marketing strategy, Mummery said: “SBOBET was I believe the first egaming brand to invest in the Premier League with West Ham.
“It is interesting that we established that because as a regulated adult activity, our Brand should not appear on junior kits or children’s replica kits.
“Instead, we gave these kits to the Bobby Moore Cancer Charity. This at a time when alcohol brands were featured on PL Shirts including children’s replica shirts.
“I think this demonstrates that as an industry we have always taken our Corporate and Social Responsibilities seriously.”
SBOTOP has left its mark on Leeds by being part of the team’s Premier League story, which Mummery expressed hope will also continue going forward.
“We partnered with Leeds United upon their return to the PL after some 16 years. An unnaturally long period for a club with such a strong history as one of the ‘Great English Clubs’,” he said.
“We are hopeful that we will still be part of the Leeds PL story – with whom we have had an excellent relationship – going forward.”
In terms of his views about the partnership between the club and SBOTOP and how it will continue for the remainder of its run, Mummery added: “In terms of the effectiveness of such a ban, it is worth noting that Italian football introduced a similar measure for a period of three-to-five years then announced that it had delivered no benefit or impact and reversed their actions.
“That said, we are keen to work with the Premier League going forward to maintain and further develop a business model that I believe has worked well and been mutually beneficial.”