Burnley FC announce 'record' shirt sponsorship deal with betting firm

Matt Scrafton
By Matt Scrafton
Published 28th Jun 2024, 10:33 BST
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Burnley Football Club have announced a shirt sponsorship with a betting firm for the second season running.
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The Clarets have agreed a two-year deal with 96.com, whose logo will adorn both the men’s and women’s first-team kits. It replaces last season’s sponsor W88.

The company, a relatively unknown “online sportsbook” that was first established in 2019, is described as a “premium sports and gaming entertainment platform” that hosts casino, virtual and online betting services.

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Stuart Hunt, Burnley’s president of business operations, says the agreement represents a record commercial deal for the club.

“We are excited to welcome 96.com as our official front of shirt partner,” Hunt said.

“We are impressed by their dedication to innovation, customer satisfaction and responsible gaming.

“96.com have invested a record commercial fee for Burnley FC while playing in the Championship.

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BURNLEY, ENGLAND - DECEMBER 16: General view inside the stadium prior to the Premier League match between Burnley FC and Everton FC at Turf Moor on December 16, 2023 in Burnley, England. (Photo by Marc Atkins/Getty Images)BURNLEY, ENGLAND - DECEMBER 16: General view inside the stadium prior to the Premier League match between Burnley FC and Everton FC at Turf Moor on December 16, 2023 in Burnley, England. (Photo by Marc Atkins/Getty Images)
BURNLEY, ENGLAND - DECEMBER 16: General view inside the stadium prior to the Premier League match between Burnley FC and Everton FC at Turf Moor on December 16, 2023 in Burnley, England. (Photo by Marc Atkins/Getty Images)

“With their support, the club will be able to further invest in the club’s infrastructure and football ecosystem, creating the best possible product on and off the pitch.

“The premium sports and gaming entertainment platform are the latest of several global partners to join the Burnley FC family, highlighting the club’s commitment to becoming a global and innovative brand.”

The 2024/25 home kit will be available to buy in July.

According to its website, 96.com is operated by a company called TGP Europe, which is based in the Isle of Man.

The company manages white-label partnerships for various overseas gambling firms, including bet888 and 8xbet.

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According to The Athletic, TGP Europe was fined £316,250 by the Gambling Commission after being found guilty of anti-money laundering and social responsibility failures between April 2020 and August 2022.

Commenting on the deal, a 96.com spokesperson said: “We’re delighted to announce our two-year partnership with Burnley FC, a deal that signals our arrival as a major player on the UK sports and gaming entertainment market.

“96.com’s exponential growth and success in recent years is testament to our fan-first approach that delivers the No.1 betting experience for sports fans.

“We firmly believe in the club’s future vision and can’t wait to support the team next season on their quest to return to the Premier League.”

Last year the Premier League announced it will be banning gambling sponsorship from the front of matchday shirts by the end of the 2025/26 season.

Related topics:Premier League

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