As the popularity of the Premier League has increased over the last decade, so has the TV deals and the sponsorship deals. The most recent TV deal is around £5billion, which is £2b more than the last, and a humongous increase from what it was 10 years ago.
The same goes for the sponsorship deals – 10 years ago, a few million a season was considered to be a fair deal. In 2016/17, the top sides have deals running into the tens of millions per season! With the Financial Fair Play rules in full swing, the clubs are extracting as much as possible from all avenues to ensure they can stay competitive in the transfer market, and stay in European competitions without facing fines or expulsion.
One thing that has struck me over the last decade is the increase of betting and casino firms sponsoring Premier League teams. Back then, in the 2006/07 season, just four teams had the name of a gambling firm across their shirts – possibly because of the reticent nature of kids being exposed to ‘Over 18’ activities such as betting, smoking or drinking.
However, that has ebbed away over the last 10 years and clubs now care more about profit than morals.
‘A Gambling Firms’ Dream’
With the popularity of the Premier League now at an all-time high, and the league selling all over the world – having the name of your company on the shirt of any PL team is effectively brilliant advertising for a relatively cheap price. Outside of the big 6-8 teams, you are only looking at £5-8m per season on average, potentially less for the newly promoted teams.
The number of firms sponsoring Premier League teams has fluctuated, between 3 and 7 between 2006 and 2015, with an average of between 4 and 5 for the majority of that. In 2016/17, the current season – 10 teams are sponsored by Gambling firms – a massive 50%, which in the current climate of betting popularity in the Premier League, proves that the firms in question see it as a goldmine since their brand will be broadcast to billions of people!
Up until recently, there has only been one consistent company that have used the Premier League to spread their brand around the globe, and that company is Mansion.
Founded in 2003, Mansion Group is one of, if not the leading online casino firm that operates some of the popular internet casinos brands like Mansion Casino. Between 2006 and 2010 they sponsored Tottenham, a total of 4 seasons, before taking a few seasons out to focus on other avenues. They are well known in America, and have since returned to the Premier League with both Crystal Palace and Bournemouth.
According to Repucom, a front positioned shirt sponsor returns 11 times more in terms of revenue than the Championship – so rather than do what some have done, and dropped down to a smaller league, Mansion have played a binder in waiting for two mid-sized Premier League teams to sponsor – rather than forking out a fortune for a top 6-8 club.
With multiple gaming formats and sites connected to them, the fact that they are a non-sports betting firm makes little sense, but when you consider how many customers they get in, they are introducing people to something they may not have seen before, or been interested in
They are proof that over time, the Premier League is an exceptional tool to advertise a new brand or site. I believe that they are one of the main reasons for the high percentage of shirt sponsorship’ being taken up by gambling firms.
In short, Mansion have been a leader & pioneer in the gambling industry and their latest foray’s into the Premier League will only reaffirm their position as the top online casino firm on the market!