UK Betting Firms Link Up with Footballing Powerhouses

UK betting operators might not part of the Football Association’s (FA) starting line-up anymore, but that hasn’t stopped Unibet and Betfair signing deals with two new teams.

Aston Villa Unibet

Aston Villa players (pictured) will be sporting Unibet logos next season while Betfair will bring exclusive online deals to Juventus. (Image:

With Championship teams already looking towards the 2017/2018 season, Aston Villa has recently made a play for a new sponsor in the form of Unibet.

Announced on July 1, the partnership will see Unibet’s logo adorn the front of Villa’s home shirts as well as the women’s first team strip.

Betting Firms Score with Sponsorship Deals

Additionally, Unibet and Aston Villa will be working in unison to offer fans some exclusive promotions and betting opportunities throughout the season. Following the announcement, fans can now purchases the new kit, complete with Unibet branding.

While Unibet and Villa have been cutting a deal in the UK, another British betting operator has managed to forge a football deal over in Italy. Betfair announced on July 5 that it is now the official gaming and betting digital partner of Juventus.

The Italian team romped to victory in Serie A in 2016/2017 and will head into the new season as champions with Betfair on its side. Betfair has been active in Italy since 2008, but following its 2016 merger with Paddy Power, it now has the financial firepower to expand its presence within the country.

Partnering with one of Italy’s leading football teams is part of this expansion plan and will see Betfair branding placed across Juventus’s various platforms.

As well as logos inside the famous Allianz Stadium, Betfair will use the club’s name and images to support a special series of betting promotions.

FA Moving in the Opposite Direction

While the recent partnerships signal positive moves for both the clubs and operators involved, they sit in stark contrast to the FA’s recent move against the betting industry. Following reports of problem gambling among some footballers, the FA recently cut its ties with operators citing a conflict of interest.

Under the FA’s guidelines, anyone linked to a football club, from the players to backroom staff, are not allowed to bet on matches. Because of this, it announced in late June that it can no longer have a promotional relationship with gambling operators.

The decision came after a three-month review into the issue and will see it end long-term agreements with the likes of Ladbrokes, which was a deal said to be worth around £4 million per year.

Although the FA will continue to share information with betting agencies, that will be the extent of its relationships. For Aston Villa and Juventus, however, recent deals with two of Europe’s largest operators are just the start of their links with the online betting world.

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