Hull City, the English Football League (EFL) Championship team, have inked a sponsorship agreement with Sportsbet.io, a leading online sports technology and betting platform.
As part of the deal, the brand has been named the club’s back-of-shorts sponsor and its official Turkish betting partner. The Championship club has signed a two-year agreement with the sportsbook operator to include its logo on first-team shorts.
Sportsbet.io began operations in 2016 as part of the Yolo Group and offers a sportsbook, casino, and virtual sports platform. The partnership would position the firm as Hull’s Turkish betting partner, an essential connection considering the club’s close proximity to Turkey, the home nation of its owner.
Brett Carroll, Head of Commercial, said, “This is a significant partnership with a reputable brand that again illustrates the increasing profile of Hull City in Türkiye and overseas. Sportsbet.io’s growing player numbers in Türkiye make this the perfect match and we are looking forward to working with them, to the benefit of both parties, over the next two seasons. Working across football, the group take their responsibility to educate communities and highlight the importance of safe betting incredibly seriously, and I have no doubt this work will be evident in Hull throughout the partnership.”
This cooperation follows a rising trend in English football, where teams are increasingly partnering with gambling businesses.
While many supporters believe that such arrangements are on the rise as a result of the imminent prohibition on front-of-shirt gambling sponsorships for the 2026–27 season, this specific agreement is unaffected because the ban only applies to the Premier League (PL).
Alexander Haig, Director of Sportsbet.io, commented, “As a digital pioneer, Sportsbet.io shares Hull City’s passion for exploring innovative ways to engage with supporters and sports fans alike in Türkiye.”
Though not covered by the upcoming Premier League ban, these sorts of contracts might nevertheless cause problems.
The UK Gambling Commission alerted Crystal Palace and Nottingham Forest last week about their deals with Kaiyun Sports. The regulatory agency confirmed that the company was not licenced in the UK, and its ‘white label’ deal with TGP Europe appears to be no longer in place.
