Manchester City have continued afoot with amassing new sponsorship deals and gambling operator LeoVegas is one of the latest companies to get on board for the 2022/23 season.

LeoVegas, who will feature on the men’s training kit sleeve, and it will also be emblazoned across several other in-stadia assets at both the Etihad Stadium and the Academy Stadium, which is home to the Manchester City women’s team.


However, it’s not the only betting partnership that City has in place and it has been busy trying to permeate its influence across Europe, with Sportium also joining forces with City.


The news is just the latest example of City flexing their financial muscle after they put pen to paper on a front-of-shirt training kit deal with cryptocurrency firm OKX back in July. In total, City have 38 official partnerships and they amassed over £270million in revenue for 2020/21.


The Premier League had even toyed with the idea of self-regulation and even asked clubs to back a three-year plan to phase out gambling front-of-shirt sponsors. But a vote on the proposal was subsequently postponed, as there was a Tory leadership contest taking place.


But what does this deal with LeoVegas mean and what are the motives behind it? Betting sponsors have been a part of the fabric of Premier League culture for many years now, and they have provided clubs with millions of pounds to spend.


For a club of City’s stature, inking deals with betting companies allow them to project a vision of superiority, and it remains a key part of their income stream.


To a certain extent, the nature of sponsorship deals, in particular betting companies, is a reflection of the influence they have within the game. City’s sponsorship portfolio is huge, and they have collaborated with both global and regional partners, which encompasses everything from Etihad and Puma to Cisco and Nestle, with the latter deemed a regional partner.


And finance guru Doctor Dan Plumley is convinced that City are being financially astute by pluralising sponsorship deals with several different partners.


He said: “I think makes perfect business sense to do it this way.


“You are maximising the revenue you can get this way. Giving that kind of exclusivity to any partner means that you can squeeze more out of the price.


“So, from a business and a commercial point of view, it always make sense to carve up your sponsorship deals as much as you can. It can allow you to get the most out of these deals.”


City have understood the importance of tying up a deal with LeoVegas. The casino giant have also recently entered a global partnership deal with Inter Milan to become their official betting partner. There will be increased visibility for LeoVegas at matches, as they will appear on advertising hoardings, and customers will have access to exclusive digital content.


Gambling companies have become more innovative, and while there have been times when sponsorship deals with football clubs have been frowned upon, they have been able to cast their influence in other arenas, such as casinos. As we have seen, digital casinos can provide an immersive online experience for players, who wish to play the latest slot titles or traditional table games, such as roulette or blackjack.


LeoVegas has its roots firmly in casino and it has a myriad top slots and table games from the best software developers to keep players entertained. As a fully licensed operator, it boasts a user-friendly casino platform that has experienced a lot of growth over the years. Indeed, it is one of the best no deposit bonus casinos in the industry, and the wagering requirements are lower compared to other sites.


It is no surprise to see City continue to make waves off the pitch, and although they have had their fair share of critics, they can’t be faulted for seizing opportunities when they have come their way.