EXCLUSIVE: BetMGM to replace Getir as Spurs training kit sponsor

(James Gill - Danehouse/Getty Images)
(James Gill - Danehouse/Getty Images)

BetMGM is set to take over the ‘Official Training Wear Partner’ rights at Premier League club Tottenham Hotspur from next season, SportBusiness can exclusively reveal.

The online betting operator has agreed a multi-year deal with the north London club which confers branding rights for BetMGM on the training wear for the men’s team. 

BetMGM will replace the incumbent training wear partner for the men’s team – the Turkey-based food delivery service Getir – which signed a three-year agreement to become the club’s first-ever men’s training kit partner and an ‘Official Global Sponsor’ ahead of the 2021-22 season.

This week, the financially-troubled company announced it would be withdrawing from its US and European markets, including the UK and Germany, to refocus on its domestic market. Getir said it generates just seven per cent of its revenues from the UK, Germany, the Netherlands and the US.

SportBusiness understands the club was looking for a replacement for Getir as far back as November last year and may have known about the brand’s intentions not to renew well before that date.

It is, as yet, unclear whether the women’s team will also be included in the BetMGM rights package.

Although the club’s current portfolio includes Fun88 as the ‘Official Betting Partner for Asia and Latin America’ and Betway as the ’Official Betting Partner for North America’, experts told SportBusiness that these deals would not exclude BetMGM from a global designation.

Just over a year ago, the Premier League announced it will voluntarily remove gambling logos from the front of matchday shirts from the 2026-27 season but will still allow clubs to continue to feature gambling brands in other inventory areas, such as LED advertising and sleeve rights, as well as training kit sponsorship.

Contacted by SportBusiness, Tottenham Hotspur declined to comment on the identity of its new training wear sponsor.

BetMGM made its debut in the UK market in August 2023, following parent company MGM Resort’s acquisition of LeoVegas – the brand’s technology and platform partner in the UK and Ireland – in 2022. In the US, BetMGM is a 50-50 joint venture owned by MGM Resorts and Entain, the betting operator that also owns betting brands such as Ladbrokes, Coral and Bwin.

BetMGM launched in the UK with an advertising campaign featuring stand-up comedian and Hollywood actor Chris Rock, sharing details on price boosts, enhanced bonuses and other promotions. It has also developed a stable of second-tier sponsorship deals with Premier League clubs Newcastle United, Manchester City and Wolverhampton Wanderers.

In January, BetMGM UK announced it was taking over the title rights to the PDC Premier League darts series from online car retailer Cazoo in a three-year deal, from 2024 to 2026.

Speaking with SportBusiness Sponsorship about the brand strategy earlier this year, BetMGM’s UK director Sam Behar said it aimed to make an entertainment-focused impact in a UK betting market that is “stale and in need of change”. Behar said: “We’ve landed in the UK from our US heritage and we’re trying to bring entertainment to the UK betting market.”