As of the end of the 2025/26 season, Premier League clubs will no longer be allowed to have gambling firms as sponsors on the front of their shirts.
But that hasn’t stopped two EPL outfits from signing deals with overseas bookmakers – in the case of Crystal Palace, they’ve penned a record agreement with a firm that doesn’t even have a UK-facing website as yet.
Wolves, meanwhile, have also signed a record deal – theirs with little-known Vietnamese operator DEBET.
Eagles Dare
Crystal Palace will see out the remaining two seasons before the ban is implemented with Net88 on the front of their shirts.
The Asian firm will also sponsor the Eagles’ training kit, and are promised a visual presence at Selhurst Park – Palace’s home stadium – and at their training ground.
A press release from Palace’s marketing team describes Net88 as an ‘online gaming services’ provider, which might be a unique way to get around the prohibition that will come into force in May 2026.
Welcome to Palace, @net88eng ❤️💙
NET88 will feature as the men’s official front-of-shirt sponsor for the 2024/25 season.
— Crystal Palace F.C. (@CPFC) June 12, 2024
Quite how accurate that description is remains to be seen – after all, Net88 don’t have a UK-facing website and they didn’t even have a Twitter account until this week. A listing in the UK Gambling Commission’s public register described net88.co.uk is owned by Risq Capital Ltd, however its status is described as ‘inactive’.
A new website – net-88.co.uk – is seemingly set to go live, with the message ‘we are working on building a brand new betting experience’ posted on the homepage. Three trading names – ISQ Sports, ISQBET and Sportsrisq – are considered to be active by the regulator.
Although it’s not know exactly how much Net88 have paid for the privilege of sponsoring Crystal Palace, the deal has been declared a ‘record’ by Eagles insiders – for context, their previous deal with car firm Cinch was worth £6.5 million per season.
“Everyone at Net88 is excited to work with Crystal Palace after a fantastic end to last season,” an anonymous spokesperson for the brand said.
“We are delighted to join a club that is moving forward with their great young talent.
“We are proud to be the club’s front of shirt sponsor and aim to build a successful relationship with the team and their passionate fans.”
Fed to the Wolves
At least Wolves’ new sponsor has some kind of business presence.
Although there’s every chance you’ve never heard of DEBET before, they have operated in the Vietnamese and South Asian market since 2019 – using their sponsorship of the Midlanders perhaps in a bid to expand into the UK market.
Of course, the tougher regulation on British soil has been enough to put off many international operators from expanding into the UK – particularly in an age in which a legislative overhaul of the sector is likely, pending the result of the upcoming General Election.
Not that the decision-makers at Wolves give a hoot, revealing that the agreement with DEBET is the ‘biggest in the club’s history.’
Welcoming our Principal Partner, @DEBET_Eng 🤝
— Wolves (@Wolves) June 11, 2024
The club’s general manager of marketing, Russell Jones, commented:
“We are delighted to announce this record partnership between Wolves and DEBET.
“Since our discussions began, we’ve been impressed with their professional approach, and their appointment of knowledgeable individuals, who will be dedicated to making sure this partnership is a success.”
Borrowed Time
The deals penned by Wolves and Crystal Palace will draw the ire of campaigners – for their timing, which given the upcoming ban could be seen as a last-gasp cash grab – but also for the fact that both operators are present on UK soil as part of a ‘white label’ agreement.
There may be a business case for that, but plenty of sceptics would suggest that using white labels and third parties is one way for ‘soft’ bookmakers to tap into the UK market without the need for an operating licence – all the while potentially encouraging British punters into the overseas black market.
Premier League games are televised in Asia and receive huge viewing figures – enabling international firms to prosper without even having a business identity in the UK market.
There’s a suggestion that the amount of revenue EPL clubs can generate from front-of-shirt sponsorship will fall once the gambling ban is implemented – hence why they, and the little known operators they partner with, are making hay while the sun still shines.