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betTOM signs deals with Burnley FC, Stockport County and Peterborough United in EFL spree

By jili tutorial · September 5, 2026

betTOM Signs Sponsorship Deals with Three EFL Clubs

One of the UK’s emerging challenger betting brands, betTOM, has expanded its presence in the English Football League (EFL) by securing partnerships with Burnley FC and Stockport County. These latest agreements follow last week’s announcement that betTOM had become the Official Betting Partner of EFL League One side Peterborough United.

Burnley Deal Marks Major Step for betTOM

The partnership with Burnley is arguably the most significant for the operator. The Clarets were relegated from the Premier League to the EFL Championship, England’s second tier, at the end of last season. betTOM will serve as the Official Betting Partner for all three clubs, but the Burnley deal also includes a shorts sponsorship for the 2026/27 season.

As part of the agreement, betTOM’s branding will appear on the men’s and women’s home, away, and third kits. The operator’s logo will also be displayed at Turf Moor, including in the home and away dugouts and on LED boards around the 22,000-seater stadium.

Commenting on the Burnley deal, betTOM Chief Executive Officer Paul Colley said: “Burnley is a great club with a big fan base, and we’re excited to be their official betting partner for the season ahead. 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.”

Challenger Brand Aims to Stand Out in Tough Market

betTOM has only been active in the UK market since May 2025, but it signaled its ambitions early by signing a deal with major iGaming supplier EveryMatrix. Colley has described the period since as a “promising first year in operation,” and the firm clearly believes now is the time to raise its profile through the UK’s most popular sport.

By securing deals with a club of Burnley’s stature, betTOM hopes to buck the trend in a market that has become increasingly difficult for smaller operators. Tax increases and stricter regulations are creating headwinds, while tier-1 operators such as Entain, Flutter Entertainment, and evoke are vying for market share as smaller businesses face squeezed margins.

Nevertheless, betTOM appears determined to challenge that narrative. Its partnerships with three notable EFL clubs represent a logical step in the right direction.