The official front-of-shirt sponsor of Championship team Burnley FC is 96.com.
The operator’s logo will be displayed on the front of Burnley’s home, away, and third kits for the 2024–2025 season as part of a two-year agreement that will involve both the men’s and women’s teams.
Additionally, the relationship gives the gaming platform branding on a number of digital, social media, and physical media channels.
A representative for 96.com stated: “We’re excited to announce our two-year collaboration with Burnley FC, a partnership that marks our entry into the UK sports and gaming entertainment sector as a major participant.
“96.com’s recent success and exponential growth are a tribute to our fan-first philosophy, which provides sports fans with the best betting experience possible. We are excited to help the team in their pursuit of a Premier League comeback next season and passionately believe in the club’s future ambition.
96.com is a sports and gaming entertainment platform that was founded in 2019 and provides online, virtual, and casino betting services.
Burnley is not the first team to negotiate a contract with a lesser-known betting company, despite the fact that not much is known about the platform in the UK.
When Crystal Palace introduced NET88, an online casino company in the Philippines, as the men’s official front-of-shirt sponsor for the 2024–2025 season last month, some fans began to doubt the validity of the announcement.
Stuart Hunt, Burnley’s President of Business Operations, commented on the new agreement, saying, “We are thrilled to welcome 96.com as our official front-of-shirt partner. Their commitment to responsible gaming, consumer happiness, and innovation is impressive.
“96.com has paid Burnley FC a record-breaking commercial charge while they are competing in the Championship. With their help, the team will be able to make even more investments in the football environment and club infrastructure, resulting in the production of the greatest product both on and off the pitch.
“The club’s dedication to becoming a global and innovative brand is highlighted by the latest global partner to join the Burnley FC family—the premium sports and gaming entertainment platform.”
In recent weeks, there has been a surge of sponsorship deals involving gambling, the most involving Premier League teams.
It should come as no surprise that the majority of agreements are only for two seasons, matching the Premier League’s impending self-imposed moratorium on front-of-shirt sponsorship agreements, which is scheduled to take effect for the 2026–2027 campaign.
Pitch International’s Sponsorship Brand Consultancy branch assisted in arranging the transaction.
“96.com has invested a record commercial fee for Burnley FC while playing in the Championship and the two-year deal will also earn 96.com prominent branding assets across other physical, digital, and social media assets as the Clarets fight for promotion back to the Premier League,” the company said in a social media post.
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