BetTOM, one of the UK’s newest challenger betting brands, has secured a trio of commercial partnerships across the English Football League in a rapid marketing expansion.
The operator has announced deals with Burnley FC and Stockport County this week, following last week’s announcement of a partnership with EFL League One side Peterborough United.
BetTOM will serve as the Official Betting Partner for all three clubs as it looks to build brand recognition across English football’s lower divisions.
The Burnley agreement stands out as arguably the most significant of the three, with the Clarets having been relegated from the Premier League to the EFL Championship last season.
Beyond the betting partnership with Burnley, betTOM has also secured a shorts sponsorship deal at Turf Moor for the 2026/27 season, giving the brand prominent visibility on matchdays.
The operator’s branding will feature on both the men’s and women’s home, away and third kits at Burnley, as well as on LED boards and in the home and away dugouts at the 22,000-seater stadium.
BetTOM Chief Executive Officer Paul Colley spoke enthusiastically about the Burnley deal, saying: “Burnley is a great club with a big fan base, and we’re excited to be their official betting partner for the season ahead.”
Colley added: “Having the betTOM brand appear on the shorts, dugout and LED boards will be great exposure. We’ve had a very promising first year in operation in the UK, having only started in May 2025, and this level of sponsorship will help us continue that growth.”
Headquartered in East Sussex and owned by Bet Tom Limited, the operator was granted a UK Gambling Commission licence in February 2025 before making its official debut in May of the same year.
The company has laid out ambitious growth plans for the fiercely competitive UK market, with a strong focus on personalised marketing activations as it seeks to carve out a presence among more established rivals.
Football sponsorship has become an increasingly attractive route for betting operators in the lower leagues, particularly as the Premier League’s voluntary ban on front-of-shirt gambling sponsors continues to reshape the landscape.
With three EFL partnerships now in place within its first full year of operation, betTOM is clearly committed to using football’s broad domestic reach to drive awareness and customer acquisition at pace.
