Fulham signs up new betting partner

Fulham has become the latest English Premier League club to sign a new betting partnership, announcing a three-year deal with Worldlink Sport.

Worldlink will provide betting in-stadium as well as through the club’s website and mobile app for Fulham fans, using technology developed with bookmaking partner BetButler, the “betbroker” platform which sources best odds across more than 60 online bookmakers, including Paddy Power and Ladbrokes.

Fulham FC Alistair Mackintosh said he was “absolutely delighted” to bring Worldlink on board as one of the club’s partners. “They impressed us not only with their product but their commitment to a long-term partnership”, he said.

Worldlink MD Neil Riches added: “We’re looking forward to providing the Fulham fans with an enhanced-betting experience, and developing a long-term relationship with a Club of such international prestige.”

The deal follows Worldlink and BetButler signing a deal in June to provide up to 66 amateur clubs in the three divisions of the Ryman League with mobile and online betting and gaming portals.

A host of EPL clubs have announced betting and gaming partnerships with leading European and Asian operators in the lead-up to the new season which kicked off at the weekend. These include Manchester United with bwin, Liverpool with Paddy Power and 188Bet, Spurs with Betfred and Fun88, Everton with Paddy Power and Dafabet, and West Brom with Dafabet.

Betting partnerships are seen by operators as a more cost-effective way of tapping into the global popularity of the EPL than higher-profile and more expensive shirt sponsorship deals. Three Premier League teams are however currently in shirt deals with online gambling brands – Swansea with 32Red, West Ham with SBObet and Wigan with 12bet, with land-based operator Genting, which also runs a UK online gaming business, also sponsors Aston Villa. This is however less than the number of clubs sporting gambling brands in the English top tier last season, after  Tombola’s deal with Sunderland expired this summer, West Brom decided to terminate its relationship with Bodog 12 months early and Sportingbet-sponsored Wolves were relegated into the Championship.

Casino Choice journalist

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