5BTC or 111% + 111 Free Spins!
New players only. Exclusive 111% Welcome Bonus + 111 Free Spins
Shirt sponsors are a major talking point in the world of professional British soccer, from the Premier League down to League Two. Not only do fans see the sponsors as a big part of the aesthetic, thus determining the decision of many to buy a replica shirt, but many see such partnership as a showcase of the club’s values. Of course, having a brand on a soccer shirt in the UK offers a tremendous amount of exposure at home and abroad.
Before the 2023/24 season gets underway, Championship club Watford FC announced its new long-term partnership, which includes shirt sponsorship. The deal sees MrQ become the club’s principal partner in what has proven to be a record-breaking deal for a club in the English Football League (any professional tier below the Premier League).
For Watford FC, finding the right part meant getting the best possible financial deal for the club as well as aligning with a brand that goes about its business the right way. Speaking on behalf of Watford, commercial director Paul O’Brien says that the agreement is a “very strong financial deal” that also “has longevity.” Importantly, he did note the ongoing conversation around gambling sponsors on the front of soccer shirts.
O’Brien said that they’re aware that such brands on soccer shirts aren’t popular with everyone, but that one of the attractions of partnering up with MrQ was that they “do their business right.” Further, MrQ “wants to be involved with the club from top to bottom.” So, it’s a sponsor that reflects strong core values in its practices and wants to go further than simply getting the brand on the front of some soccer shirts.
Independently owned and based out of St Albans, MrQ has risen to notoriety predominantly through its comedic TV advertising campaigns and novel approach to welcome offers, bonuses, wagering requirements, and the like. As the old 2022 advert states: “all winnings paid in cash.” This diverts from the established norm of the industry, which often has wagering requirements tied to the welcome bonuses and their potential winnings.
This practice of tied up funds from welcome bonuses is very common and is designed to encourage another deposit. The new MrQ football sponsorship is being accompanied by a continuation of the brand’s defiant approach to such promotions. Instead, they offer 20 free spins on the first deposit of £10 or more for the very popular game Book of Dead. All of the winnings from these free spins are uncapped and credited as real money.
It’s a reflection of the self-held strong values of the UK-based business that would have made the decision to partner with a gambling brand a bit more palatable for the Hertfordshire club. “Fairness, value entertainment, and crafting with care” underpin the brand’s identity, per founder Savvas Fellas, who are keen to “play [their] part in the local community” as a part of the partnership. The brand is also quick to proactively intervene when signs of problem gambling are noticed in the data streams.
Local and standing as a challenger brand in iGaming, Watford FC can enjoy the best of both worlds with an iGaming partnership. The club reaps in a record-breaking sponsorship deal and holds ties with a local business that defies the perceived norms of the gambling industry.