Drawing attention to a report by Horizm, Jessie Sale suggested that betting and gaming isn’t as valuable as it’s perceived when it comes to football.
She revealed on the iGamingDaily podcast, that the study highlights that value brought in by other sectors when it comes to collaborating with football, specifically in terms of digital engagement and growing a social presence.
Tapping into its AI-powered analytics, Horizm revealed that operators have not been a major driving force in terms of providing digital value to these clubs.
The company’s examination of the digital performance of betting partnerships for professional football teams specifically emphasises the ‘enormous prospects’ for clubs and brands to land new digital partnerships – such as with those in the entertainment industry.
Over the last 12 months, the firm explained, Bournemouth’s sponsorship with Dafabet only generated €5,763 in total digital value based on factors such as engagement and impressions.
At the time, the club lauded this deal as “an important part” of the club’s commercial goals “of maximising revenue in the Premier League”.
Additionally, Brentford acquired €1,915 in total value from its partnership with Hollywoodbets, Leeds gained €1,203 from its agreement with SBOTOP, and Southampton and Everton earned ‘very little value’ of €708 and €197 from deals with Sportsbet.io and Stake.com, respectively.
Whereas, partnerships with alternative companies like Noon and EA Sports have provided significant digital value to clubs like Newcastle and Fulham, with Newcastle and Noon’s deal in particular holding a digital value of just under £200,000.
According to George Harborne, the Head of Sponsorship at SBC, Premier League partnerships have become formulaic in their approach, largely reliant on the awareness assets, rather than the other bits and pieces.
It plays into the whole narrative of what is the Premier League as an asset, when compared with La Liga and Serie A, simply because it has that single broadcast feed – which is something the other leagues don’t have.
It means that partners have the ability to link with other leagues and target areas geographically, whereas the Premier League only has one output – meaning it falls short in terms of truly regionalised partnerships. Nonetheless, Harborne added that it doesn’t mean that the formulaic approach isn’t replicated across the leagues with the EFL being far more creative.
Yet, as the top division’s own vote on the matter set out 2026/27 as the first season without front of shirt sponsors, gambling branding on sleeves will of course continue. The hosts agreed that the league clearly still sees partnerships with the industry as good for revenue regardless of reports around things like ‘digital value’.