The EFL Championship season has kicked off with Wolverhampton Wanderers meeting Blackburn Rovers, marking the start of what promises to be a busy campaign for betting sponsors.
Gambling firms are increasingly viewing the Championship as prime marketing territory, with two new deals signed ahead of the 2026/27 season getting underway.
Kwiff and Mr Q have become the latest betting brands to secure partnerships in the second tier of English football, highlighting a significant shift in how gambling companies approach UK sports marketing.
The shift has been driven in large part by Premier League front-of-shirt sponsorship restrictions, which have pushed betting firms to explore alternative avenues for brand visibility across British football.
Sleeve sponsorships in the Premier League can still feature gambling branding, but available space has been snapped up quickly by firms willing to spend the required sums.
For betting companies targeting UK growth, the Championship remains a powerful and cost-effective marketing channel, with 12.7 million people attending games during the 2023/24 season alone.
That level of attendance makes the Championship one of the most-watched domestic leagues in world football, giving sponsors enormous reach across a deeply engaged fanbase.
Kwiff has capitalised on this opportunity by becoming Blackburn Rovers’ official betting partner for the 2026/27 season, with both parties expressing ambitions for a long-term relationship.
Dawn-Elizabeth Howe, Kwiff’s Director of Acquisition, said the firm hopes to “build a long-lasting partnership” with the 1994/95 Premier League champions.
Zach Spicer, Rovers’ Commercial Sales Manager, also welcomed the agreement, stating: “As a brand that shares our ambition to engage supporters in new and innovative ways, Kwiff is a natural fit for Blackburn Rovers.”
Meanwhile, Sheffield Wednesday have signed a principal partnership deal with casino operator Mr Q, another betting and gaming disruptor looking to build its presence in the competitive UK marketplace.
Mr Q joins a growing group of iGaming brands seeking to carve out a meaningful identity in British sports, with the Championship providing an ideal stage for that ambition in the 2026/27 season.
