Newcastle United Updates FUN88 Deal
Author:
Megan Butler
Newcastle United has made FUN88 its official Asian betting partner. The multi-year deal, which commences with the new season, sees the operator move from the front-of-shirt spot it has held for six seasons. The Magpies are the latest club to reassess their ties with the gambling industry ahead of incoming curbs on shirt sponsorships.
FUN88 has enjoyed a close relationship with Newcastle United since 2017.
?Tembela Bohle/Pexels
Partnership Continues
Newcastle United has named FUN88 as its official Asian betting partner. The multi-year deal will begin with the 2023/24 season. The betting and gaming operator has already enjoyed a fruitful relationship with the Premier League club, having acted as its principal sponsor since the beginning of the 2017/18 campaign.
For six seasons, FUN88’s logo has featured prominently on the front of the Magpies’ kits and training wear. However, the club has now decided to move with the times, opting to transfer the sponsorship to a less visible spot. Issuing a statement on the change, Newcastle United clarified that it still enjoyed a positive relationship with the gambling firm.
The club expressed its gratitude to FUN88 for its support over the last six years, adding that it is looking forward to working together through the coming seasons. The updated partnership will see FUN88 continue to support the club’s commercial growth in Asia. Offerings will include in-market initiatives, official club merchandise and VIP experiences for fans.
In further club news, Calum Wilson has been named as May’s FUN88 Player of the Month. The striker, who also picked up April’s award, helped secure a strong finish to the season. Accepting the award, Wilson described May as a massive month for the club. Taking the opportunity to thank fans for their continued support, Wilson added:
“We had a big month in April so it was important to take that into May and finish the season strongly. We had a big week with two games against Brighton and Leicester and it was important to get those points on the board and lock in that top four place. To do it at St. James’ Park in front of our fans made it even more special because they have been unreal all season for us.”
Shirt Sponsor Rumors
Premier League sponsorships have proved popular amongst Asian betting firms over the last decade. Despite the fact that many do not offer their services to UK punters, there are still considerable benefits to be had. The Premier League is the most-watched football league in the world, broadcast across 212 territories to an estimated 643 million homes.
Worldwide, the top-flight competition has a potential TV audience of up to 4.7 billion people. In Asia, the Premier League is the most widely distributed sports program. Shirt sponsorships therefore offer betting firms a great opportunity to expose their brands to wide audiences and gain new customers.
The advantages of these partnerships are not a one-way street. Premier League clubs benefit from elevated international fan-bases, as well as through boosts to their finances. As of April, eight Premier League clubs sported gambling sponsorships on the front of player shirts, with an estimated value of ￡60 million a year.
Last season, the teams whose shirts were sponsored by gambling operators were Bournemouth, Brentford, Everton, Fulham, Leeds, Newcastle, Southampton and West Ham. Newcastle is now off that list. As the new season does not begin until August 12th, most clubs have not yet revealed changes to their partnerships.
Newcastle United has not officially revealed its replacement shirt sponsor, although rumors of a new ￡25 million a year main partner deal look promising. If true, the new sponsor would be paying at least four times FUN88’s ￡6 million per season. It’s a great time to be a Magpies fan, as the club is under new ownership and has secured its return to the Champions League.
Photos leaked on social media appear to confirm a deal with Saudi Arabian events company Sela. The firm’s logo features on the front the new black and white striped shirt. The images shared online appear to be altered to include the new sponsor, although journalists believe the design to be accurate.
New Sponsorship Rules
It remains to be seen whether top-flight clubs will continue pursue gambling shirt sponsorships, as the sport faces pressure to cut ties with the industry. MPs and campaign groups like The Big Step have called for an end to all gambling advertising and sponsorship in football, amidst concerns for those who struggle with problem gambling.
While an outright ban is unlikely, significant curbs on shirt sponsorships are on the horizon. In April, eighteen out of twenty Premier League clubs voted to withdraw gambling sponsorships from the front of shirts. The motion passed and changes will be implemented at the beginning of the 2026/27 season.
Until then, clubs are allowed to continue in their existing partnerships and can sign new deals with gambling firms. However, with public opinion turning against the practice, some clubs are opting to distance themselves early. Last month, Crystal Palace became the first top-flight club to partner with an operator since the changes were announced. Instead of a shirt sponsorship, it chose a less prominent sleeve sponsorship with Kaiyun Sports.
While the reforms have largely been welcomed, some critics don’t believe that the changes go far enough. Gambling brands will still feature on shirt sleeves and on stadium hoardings beyond the 2025/26 season, a decision described by The Big Step as “incoherent”. The average Premier League match sees gambling logos appear 700 times.
With gambling brands set to disappear from shirt fronts, many are wondering which firms will fill the gap. There has been some speculation that crypto firms could take up the lucrative sponsorship deals, although there are doubts over whether the potential for future regulation of online currencies could impact such arrangements.
Clubs could take another tact, opting to reinforce connections with their local communities. Last season, EFL club Plymouth Argyle used its front of shirt spot to showcase Project 35, a social action initiative aimed at reducing poverty in Plymouth. For the upcoming season, Project 35’s logo will move to the back of the shirt as Bond Timber takes over the front spot.
