Championship clubs West Bromwich Albion and Cardiff City FC have unveiled shirt sponsorships with separate gambling companies.
West Bromwich Albion has signed a sponsorship deal with Mega Riches, a newly launched UK online casino from Videoslots, while Cardiff City FC has partnered with QuinnBet, a sports betting and online casino company.
A common element in the deals is the placement of the sponsorship, with both QuinnBet and Mega Riches having logos displayed on the back of the clubs’ shirts.
Regulated by the UKGC, and in Ireland by the Gambling Regulatory Authority of Ireland, QuinnBet has emphasised that a key focus of its new deal includes promoting safer gambling awareness in sports.
Niall McPartland, Head of Commercial and Sponsorship at QuinnBet, commented: “Cardiff City FC is a club with a rich history and strong tradition of success, including 17 seasons in the top tier of English football, and is the only team from outside England to have won the FA Cup.
“It is therefore a huge privilege for us to commence this two-year partnership with the club. We intend to utilise the partnership to promote our brand in conjunction with Safer Gambling, which is integral to our business and which Cardiff City FC is fully supportive of.
“We would like to wish everyone at the club the very best for the season ahead.”
The betting brand also added that it treats its responsible gambling duties ‘with significant importance’, and has previously been awarded the Independent Safer Gambling Standard from GamCare.
Huw Warren, Head of Commercial at Cardiff City FC, said: “I am very pleased to welcome QuinnBet into the Cardiff City family as our latest partner. Commitment to safer online gambling is one of their fundamental values, and I hope that this partnership is an extremely prosperous one for both parties.”
Though Cardiff’s partnership is completely new, West Brom’s has been built from an exciting relationship with the gambling company. Last season, the club agreed to a deal with Mr Vegas, another one of Videoslots’ brands.
Mark Miles, Managing Director of West Bromwich Albion, stated: “We are happy to continue with our relationship with Videoslots and provide support to the newly launched brand Mega Riches.
“The partnership brings vital support to both our men’s and women’s teams, and we look forward to a successful partnership over the coming season.”
Mega Riches has committed to connecting with West Bromwich Albion’s supporters and the broader community. Besides offering giveaways such as hospitality packages, tickets, and signed merchandise, the brand plans to create exclusive content for supporters.
Marco Trucco, Chief Marketing Officer at Videoslots, concluded: “We enjoyed a successful partnership last season with Mr Vegas and we decided to put our new brand Mega Riches on their shoulders this year. We look forward to running a number of activations throughout the season to engage with fans and give away some great prizes.”
As the ban on front-of-shirt sponsorships in the top division approaches at the end of the 2025/26 season, clubs and betting companies are exploring new partnership opportunities.
For instance, Betway and Manchester City recently inked a multi-year agreement, with Betway becoming the official global betting partner of the club.
It’s important to note that this ban will only impact Premier League clubs. As Championship clubs, Cardiff and West Brom will not be affected by this regulation as long as they remain in the second division.
