LeoVegas lands record training kit deal with Premier League side Wolves
The Premier League season kicked off on Friday 11 August. Wolves currently sit 15th in the table after one win and three losses under new manager Gary O’Neil.
Financial terms of the deal – which was announced via Wolves’ social media channels on 14 September – were not disclosed.
Wolves general manager for marketing and commercial growth Russell Jones said: “We are delighted to announce this record training kit partnership with LeoVegas and welcome them to our family of partners.
“As a well-established and trusted brand with a long history of collaborating with sports teams, we are thrilled that LeoVegas has chosen to add Wolves to their portfolio of successful sports partnerships.
“Throughout our discussions we have been thoroughly impressed with LeoVegas’ commitment to responsible gambling and the range of tools they have available to help their customers play safe – something which is of paramount importance to the club,” he added.
Despite the positive comments on responsible gambling from club executives, Wolves fans were quick to criticise the partnership on X, formerly known as Twitter.“Yet another gambling sponsor. I will not buy any form of merchandise while these sponsors are plastered all over them,” wrote one supporter.
Several others urged the club to stop working with gambling companies, while others pointed out there was no obligation to bet with the club’s commercial partners.
Premier League clubs have agreed to phase out front-of-shirt betting sponsorships from the 2026/27 season in order to reduce the amount of gambling advertising across the sport.
Training kit deals such as this one will still be permitted after that date, however.
Sam Behar, director of UK/Ireland and global sponsorship at LeoVegas, said: “LeoVegas is proud to partner with Wolves, one of the most established clubs in the Premier League, and we look forward to seeing the partnership kick off with the LeoVegas brand on the front of the training kit as they take on Liverpool at Molineux this weekend.
“We are excited to work closely with the team at Wolves who have demonstrated that they have the drive and ambition to succeed, and we look forward to the coming season,” he added.
In July, LeoVegas became the primary front-of-shirt sponsor for League One side Blackpool.