Kaiyun Sports Partners with Crystal Palace for the 2023/24 Season
Author:
Megan Butler
Asia’s largest betting company has partnered with another European football club, expanding its reach and prevalence in the most popular league in world sport. Having already penned deals with Aston Villa and Real Madrid, the increasing number of sleeve sponsorship opportunities being snapped up by the gambling platform shows no sign of slowing down.
Another major English football clubs enters a partner with an Asian-based sports betting platform, all of this amidst the backdrop of an impending ban on Premier League clubs displaying betting companies on the front of their shirts.
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The Asian brand Kaiyun will take over the previously occupied sleeve sponsorship spot held by Mukuru, an African betting brand. In a statement released by Crystal Palace, the club expressed a desire to create a safe and enjoyable betting experience for fans with their new partner. In doing so they will likely provide exclusive benefits to Crystal Palace fans through betting offers, and special prizes tailored to the fan base.
In the context of Kaiyun’s marketing push this latest deal is a great addition. Crystal Palace held on to their Premier League status fairly comfortably this year and will be looking to push on next season and advance their position in English football. Alongside Aston Villa, Kaiyun will be represented by two separate Premier League clubs throughout next season. Outside of England, Kaiyun has several football partnerships, most notably with Real Madrid and Inter Milan.
As Asia’s largest digital sports betting platform, Kaiyun is a well-known brand across the continent that will benefit from Crystal Palace’s huge reputation in Premier League football. As Barry Webber, the Chief Commercial Officer of Crystal Palace stated, Kaiyun has a strong and consistent reputation in delivering sports entertainment options for users.
Incoming Ban on Front of Shirt Betting Sponsorships in English Premier League
All but 2 of the current lPremier League clubs voted in favor of a ban on front-of-shirt betting sponsorships. The change to the rules which was an internal initiative and not forced on the clubs by the UK Gambling Commission. These changes will take effect from the 2027/28 season onwards.
When the new rules do take effect in 2027, it will be a difficult time for the clubs and sports betting operators alike. The current model certainly creates a nice win/win scenario for both parties. The clubs receive much higher revenues from these types of advertisers than they do from other types of companies, and likewise, the betting companies enjoy a much more efficient return on their ad-spend being visible in such a relevant space.
On the outside of these discussions throughout their entirety has been the UK Gambling Commission, which didn’t make any direct interventions. Their only contribution so far has been to offer a code of conduct for betting commercial deals by football clubs, but their report failed to make any references to sponsorships.
Future of Asian Sports Betting Sponsorships
Despite the widespread popularity of sports gambling sponsorships, regulatory scrutiny and evolving legislation are reshaping the landscape in which these companies operate. Governments in Europe are increasingly recognizing the need for stricter oversight and responsible gambling practices to protect consumers and prevent social harm. As a result, gambling regulations are being revised and tightened, creating a more challenging environment for Asian sport betting companies to maintain their prominent sponsorships in English Premier League shirts, and indeed across a lot of Western elite sport.
Beyond the realm of sports betting, Asia’s casino industry is also undergoing significant restructure. Macau, the gambling mecca of the region, has recently implemented stricter regulations to combat money laundering, promote responsible gambling, and curb the influence of organized crime. These measures reflect a broader trend across Asia, where governments are reevaluating their approach to the casino sector and seeking to strike a balance between economic benefits and social consequences.
The changing regulatory environment presents significant implications for Asian sport betting companies. As regulations tighten, these companies may face limitations on their ability to engage in sports club partnerships. Consequently, they will need to adapt their marketing strategy to comply with the evolving legal frameworks, while seeking alternative avenues to maintain brand visibility and expand their customer base.
