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SBOTOP scores record shirt sponsorship deal with Fulham

| By Robert Fletcher
Betting operator SBOTOP has agreed to become the new main shirt sponsor of English Premier League football club Fulham.

Under the deal, which covers the 2023-24 season, SBOTOP branding will feature on the front of men’s first team shirts. The operator’s logo will also appear on players’ training kit sleeves.

In addition, the Asian-facing operator will benefit from branding placement on a range of surfaces inside the team’s Craven Cottage home stadium.

Fulham said the new partnership represented a record deal for the club.

SBOTOP has sponsored a number of Premier League teams, most recently Leeds United. The team was relegated from the top division last season.  

“We are delighted and excited to bring our two ‘premier brands’ together,” SBOTOP chief executive Bill Mummery said. “Jointly, we look forward to increasing both our brands’ awareness on a truly global platform in the coming seasons.”

Fulham commercial director Jon Don-Carolis added: “We are pleased to welcome SBOTOP as a partner as we continue our exciting journey in the Premier League. The coveted front of shirt sponsorship plays an integral part in keeping the club competitive through significant revenue.”

Ban on shirt sponsorship 

Premier League clubs will soon have to move away from gambling sponsorship on shirts. In April, clubs agreed to a halt gambling sponsorship on matchday shirts.

The withdrawal of this type of sponsorship will come into effect from the end of the 2025-26 season. Deals with operators can remain in place until that date and teams can strike new partnerships, as long as they conclude ahead of the ban.

Newly promoted Burnley announced a one-year shirt sponsorship deal with W88 earlier today (28 June). The Asian-facing also previously partnered with Wolverhampton Wanderers, Crystal PalaceAston Villa and also Fulham last season.

Earlier this month, Aston Villa agreed a shirt sponsorship deal with Asia-facing operator BK8. The agreement will run to the end of the 2025-26.

However, Newcastle United downgraded its deal with offshore operator Fun88. The brand had served as principal partner since the 2017-18 season.

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