Rugby Union might not have the same storied history with gambling partnerships as professional football, but that’s rapidly changing.
The shift started back in 2019 when Premiership Rugby signed its official partnership with BetUK. This brand is owned by the LeoVegas Mobile Gaming Group, whose flagship casino and sportsbook, LeoVegas, has had an ongoing partnership with Leicester Tigers since 2017.
More recently, QuinnBet made the first high-profile sports betting partnership in Welsh professional rugby. It became Ospreys Rugby’s official betting partner for the 2024/25 season, a deal that could be extended into the following season.
For fans of Rugby Union, the biggest evidence of the new partnerships come in the form of advertisements. In the case of QuinnBet’s partnership with the Ospreys, and LeoVegas’ long-standing partnership with Leicester Tigers, the betting brand’s logo appears on the back of the team’s match-worn shorts. Additionally, the LeoVegas logo is prominently featured on the advertising boards throughout Welford Road stadium, the home ground of Leicester Tigers.
It’s clear that all of this helps advertise the betting apps to fans and raise brand awareness, but what other tangible impacts do these gambling partnerships have on the average rugby fan?
Part of BetUK’s ongoing 2019 deal with Premiership Rugby gives them exclusive rights for live streams. It is, therefore, the only betting app where fans with an active bet on a Premiership Rugby match can watch the game live.
To further enhance this online experience, fans can use the app's live betting functions to place in-play wagers as the match is happening live. The odds are updated in real time and users can browse the markets and place bets while watching the action simultaneously.
All of the sports betting brands involved in rugby regularly provide top offers for bettors, including odds boosts, bonus bets and other specials for big events on the Rugby Union calendar. BetUK and LeoVegas are particularly well known for offering promotions for Premiership Rugby, Autumn Internationals and the Six Nation.
Currently, one of the main areas where sports betting partnerships in rugby differ from those in professional football is its direct impact on the fans’ match day experience. For example, in-stadium betting is currently available at over 30 Premier League football grounds but is not yet available at any Gallagher Premiership Rugby stadiums.
No UK rugby club's gambling partner has run any events or competitions in tandem with one of the teams they sponsor. However, this is something that we could see happen in future.
To use football as an example once more, part of Betway’s partnership with Chelsea FC sees them offer fans VIP experience, pitch-side tours, and meet and greets with players.
UK Rugby Clubs, on the other hand, tend to run such events through their non-gambling sponsors. For instance, all Leicester Tigers’ events and stadium tours are run in partnership with their back-of-shirt sponsor, Wattioli Woods, rather than LeoVegas.
As with all sports and gambling partnerships, Premiership Rugby, the clubs, and their betting partners must show a commitment to responsible gambling. This is according to the rules implemented by the UK Gambling Commission, the regulatory authority for gambling in the UK.
Speaking on its partnership with Ospreys Rugby, QuinnBet’s Head of Commercial and Sponsorship, Niall McPartland, said: “We [QuinnBet and Ospreys] will utilise the partnership to promote our brand in conjunction with Safer Gambling, which is integral to our business and which Ospreys is fully supportive of.”
Rugby Union’s embracing of gambling partnerships has coincided with Premier League football clubs voting to end betting shirt sponsorships starting in the 2026/27 season. However, rugby can hopefully learn from football’s mistakes, and create a more positive experience for fans from the outset.
According to SportsPro, all Premiership Rugby clubs posted losses for the 2022/23 season, combining to an estimated total of £30 million. Early projections suggest that nine out of 10 clubs will be loss-making for the 2023/24 season. Moreover, the clubs still have Covid-19 pandemic loans to repay totalling £150 million.
The UKGC recently reported that 43% of the UK adult population participates in some form of gambling at least once monthly. Additionally, there are 12 million Rugby Union fans in the UK. Embracing sports betting partnerships can be a way for clubs to claw back some of their post-pandemic losses. In doing so, they can also enhance the fan experience and bring them closer to the action, making it a winning combination for all parties.
