Shamrock Rovers has announced a major new sponsorship deal with global online betting and gaming brand 888.

The agreement will see 888sport branding feature on the front of players’ shirts, as well as throughout the Tallaght Stadium. It will be in place for the next two seasons.

It does run counter to the FAI position on online betting and gaming with the decision taken at the board level to turn down betting and gaming sponsorship.

There has long been talk of restrictions on promotion and advertising and there is currently a major review of legislation underway in the UK.

It remains perfectly legal though and voluntary codes are in place whereby children’s replica shorts will not carry branding for any betting or gaming companies.

888 has a presence in Dublin with an office that employs 140 staff. In 2019 it bought the technology company behind Betbright.

The brand was the main sponsor of Sky Sports NFL coverage in the past year and has had partnerships with a number of football clubs including Cardiff City and Preston North End, both with significant Irish connections.

The agreement between the pair has been signed in time for the new League of Ireland Premier Division which begins on Friday 19 March and sees Shamrock Rovers begin its title defence at home to St Patrick’s Athletic.

Rovers will play for a place in the UEFA Champions League this season, success in which would yield a return many times the value of the deal.

“We are delighted to announce our sponsorship of Shamrock Rovers,” said Kieran Spellman, Head of 888Sport in Ireland.

“As a sizable employer in Dublin, committed to Dublin and to the Irish Market, we are very much looking forward to playing our part in supporting our local team.”

“We welcome 888sport on board as our Principal Partner ahead of this weekend’s President’s Cup match, before commencing our defence of the league title,” added Ciarán Medlar, Independent Chairman of Shamrock Rovers.

“The team at 888sport share our desire for success and we look forward to working with them to build a strong relationship over the next two seasons.”

Join us later for the launch of the SSE Airtricity League campaign and next week for a series of features building up to the start of the season on March 19th.

 

Sport for Business Partners