More English Premier League teams have betting brands on their shirts this season than in the past two years, although notably all the deals have been struck with clubs outside the top six.
With the season now underway, betting brands are sponsoring more clubs than any other industry sector with seven shirt tie-ups, up from five last season and four the year before.
“The reality is that betting companies are very liquid,” said Charlie Delaney of London-based law firm Mishcon de Reya. “They see a huge return for their visibility in English football, so it’s obviously attractive.”
Under changes which came into effect at the end of 2014, betting brands need a UK gambling licence to sponsor a club and must pay 15 percent tax on gross profits from UK customers.
“I think we already saw the impact of new regulations on the market last year,” said Stuart McMaster of Mishcon de Reya.
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