Mon. Jul 22nd, 2024

BetMGM has entered into a compelling new three-year partnership with Tottenham Hotspur, replacing Getir as the club’s official training wear sponsor and marking a significant collaboration in the realm of sports sponsorships.

Short Summary:

  • BetMGM announced as Tottenham Hotspur’s new training wear sponsor.
  • Multi-year deal reportedly worth around £10 million a season.
  • Partnership aligns with BetMGM’s strategic growth and commitment to sports.

In a move that underscores the growing influence of sports betting companies in football sponsorships, BetMGM has been confirmed as Tottenham Hotspur’s official training wear sponsor beginning from the 2024/25 season. This deal comes at a time when the club is seeking partners to replace and potentially improve upon their recent sponsorship income losses.

According to, this three-year agreement will see the BetMGM branding featured on the men’s first team training kits, further replacing Getir, a Turkish-based food delivery service. The new sponsorship deal is said to be worth around £10 million annually, £2 million more than the prior agreement with Getir.

Ryan Norys, Chief Revenue Officer of Tottenham Hotspur, expressed his excitement about the new partnership, stating, “We are delighted to announce this partnership with BetMGM. The Club and BetMGM’s values align exceptionally well through a competitive spirit, whilst also continuing to strive for greatness.”

“BetMGM has demonstrated it is putting its customers first by continuously developing its product offering to fans. Throughout this partnership, we are looking to help BetMGM further establish itself in the UK market, as well as enhancing customers’ knowledge around responsible gambling,” added Norys.

BetMGM’s entry into the UK market in 2023 has quickly led to a string of sponsorships with notable Premier League clubs. This newly-formed alliance with Tottenham is expected to significantly enhance the visibility and reach of BetMGM in the competitive landscape of UK sports betting. Sam Behar, UK Director of BetMGM, remarked, “We are very proud to launch this partnership with Spurs as their progressive spirit fully aligns with BetMGM’s ambitions.”

The rollout of this sponsorship will see BetMGM’s branding prominently displayed not only on training kits but also integrated into media backdrops during Premier League, domestic cup, and European fixtures. Additionally, the brand will feature on pitchside LEDs and big screens at the Tottenham Hotspur Stadium.

The broader strategy behind this sponsorship is reflective of BetMGM’s commitment to expanding its footprint in the sports industry. The company also has smaller deals with other Premier League teams such as Manchester City, Newcastle United, and Wolves. This tapered approach allows BetMGM to incrementally build its brand presence before making a major leap with Tottenham Hotspur.

Tottenham Hotspur, known for its savvy commercial deals, has experienced a fluctuation in its sponsorship revenues. In the year up to June 2023, the club reported a significant rise in commercial revenue from £183.5 million to £227.7 million. The end of their relationship with Getir, as well as the soon-to-expire sleeve sponsorship deal with Cinch, means that new endorsements will be critical for sustaining and elevating the club’s financial standings.

The economic landscape of Premier League sponsorships has been evolving, particularly with the decision to remove gambling logos from matchday shirts starting from the 2026/27 season. Betting companies will still be allowed to feature their branding in other areas such as training wear and pitchside advertising, which makes this BetMGM deal quite timely and strategic.

Norys reaffirms this strategic alignment, saying, “This is our third Premier League deal in just a week, and we look forward to kicking off this exciting season as we continue to grow BetMGM’s presence in the world of sports.”

This three-year partnership with BetMGM is much anticipated by both parties, aiming to deliver substantial benefits through fan engagement and enhancing the overall experience at Tottenham Hotspur Stadium. Moreover, the collaboration extends beyond mere branding to work on unique fan experiences such as giveaways and special events, reinforcing BetMGM’s commitment to positioning itself as a leading global sports brand.

Ultimately, this partnership embeds BetMGM deeper into the core of Premier League football, complementing its other alliances and signalling a robust season ahead for Tottenham Hotspur, with fresh investments and strategic collaborations enhancing their commercial allure.

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