Burnley FC recently announced a partnership with W88, a leading sports betting platform. This new collaboration will have the Premier League team wearing the W88 logo on their uniforms.
The club, which was promoted to the Premier League for the 2023-2024 season, is one of many clubs in the U.K.’s top soccer league to announce a sponsorship deal with a gambling company.
Earlier this month, Leeds United announced a new partnership with Unibet, part of the Kindred Group. In addition, Fulham partnered with SBOTOP and, for its part, Aston Villa teamed up with BK8. Meanwhile, Newcastle United announced a multi-year arrangement with Fun88.
The Premier League announced earlier this year that beginning with the 2026-27 season gambling companies will be prohibited from being on the front of team’s jerseys.
Nonetheless, Stuart Hunt, Burnley FC Director, was excited about the partnership.
“Following lengthy discussions, we are pleased to confirm W88 as our front-of-shirt sponsor for the upcoming season” Hunt said in a release. “As a newly promoted club, a partnership such as this plays a significant role in helping us to compete in the Premier League. W88 have established successful relationships with several Premier League clubs and sports brands across the globe and we have been impressed by their experience, knowledge, and proactive nature in this area. I’m looking forward to developing a successful partnership together over the course of the season.”
Sponsorship has long been an integral part of the football ecosystem, providing crucial financial support to clubs while also allowing corporations to enhance their brand visibility. For clubs like Burnley FC, sponsorship deals play a pivotal role in ensuring the club’s financial stability, enabling them to invest in talent acquisition and infrastructure development.
Additionally, sponsorships often act as a catalyst for increased fan engagement and loyalty, as supporters feel a deeper connection to a club that proudly displays their sponsor’s logo.
Before partnering with W88, Burnley FC had been in search of a new sponsor following the conclusion of their previous sponsorship deal with Classic Football Shirts. The club evaluated potential partners, considering factors such as brand alignment, financial stability, and commitment to football ethics. After a rigorous selection process, Burnley FC announced W88.
The partnership with W88 brings numerous benefits to Burnley FC. Firstly, the financial support provided by W88 allows the club to invest in their squad, ensuring the team remains competitive in the demanding Premier League. Additionally, the partnership enhances Burnley FC’s global brand exposure, as W88’s extensive reach enables the club to connect with football fans worldwide. This increased visibility not only attracts potential sponsors and investors but also helps strengthen the club’s fan base, creating a sense of belonging and unity among supporters.
W88 has already begun promoting the Premier League team. They have an array of promotional activities, both online and offline, including merchandise giveaways and interactive social media campaigns.
“We’re hugely passionate about Premier League football and delighted to partner with Burnley FC as the team returns to the Premier League,” said Hilly Ehrlich, W88 Business Development Manager in a statement. “With Vincent Kompany at the helm, we’re excited to see the team perform well this season.”
