Welsh online bookmaker DragonBet has announced a new partnership with Cardiff Rugby, one of Wales’ four professional rugby union clubs competing at the highest level.
Cardiff Rugby was founded in 1876, making it one of the oldest and most storied rugby clubs in the world, with a deeply embedded place in global rugby culture.
The 2026/27 season carries extra significance for Cardiff Rugby, as the club celebrates its 150th anniversary on the field, a milestone that few sporting organisations ever reach.
DragonBet’s corporate identity is built around Welsh national pride, making the partnership with Cardiff Rugby a natural and symbolically fitting arrangement for both parties.
As part of the deal, the DragonBet logo will feature on the collar of Cardiff Rugby’s kit throughout the 2026/27 season, ensuring prominent brand visibility during a landmark year.
Meanwhile, English Football League side Burnley FC has confirmed UK bookmaker betTOM as its Official Betting Partner for the 2026/27 football season.
The agreement sees betTOM’s branding placed on the back of Burnley’s men’s and women’s first team shorts, covering all three kits across both sides of the club.
betTOM’s presence will also extend beyond the playing squad, with the operator’s logo appearing at Turf Moor, including in both the home and away dugouts.
Officially launching in 2025, betTOM has moved quickly to build a footprint across English football, recently securing partnerships with League One clubs Peterborough United and Stockport County FC.
The activity from both DragonBet and betTOM reflects a broader trend of gambling operators targeting localised, community-driven partnerships to deepen fan engagement at club level.
Football in the UK remains an attractive space for betting firms, particularly in the lower leagues, as the Premier League’s voluntary ban on front-of-shirt gambling sponsors continues to reshape where operators invest their marketing budgets.
Carefully targeted regional partnerships, rather than high-profile top-flight deals, are increasingly becoming the preferred strategy for operators looking to build genuine brand loyalty with local supporter bases.
