UK sportsbook betTOM has stepped up its presence in English football after securing partnerships with Burnley, Stockport County and Peterborough United, extending the young operator’s marketing activity across the English Football League.
The company has become the Official Betting Partner of all three clubs, with its Burnley agreement providing the most extensive brand exposure. Under the deal for the 2026/27 season, the betTOM logo will appear on the back of the shorts worn by Burnley’s men’s and women’s first teams across their home, away and third kits.
Branding will also feature around Turf Moor, including the home and away dugouts and technical areas, LED perimeter advertising, stadium screens and other selected locations. The partnership will additionally include digital content and social-media activity involving Burnley players and staff.
Burnley’s agreement follows betTOM’s recent expansion into League One. Peterborough United announced the operator as its Official Betting Partner on 27 August, marking what the bookmaker described as its first major football sponsorship after its initial year in the UK market. Stockport County has also joined the operator’s growing portfolio of EFL partners.
The three agreements represent a significant increase in visibility for a brand that only launched its betting operation in May 2025. Headquartered in East Sussex, betTOM operates under a UK Gambling Commission licence and has positioned itself as a challenger sportsbook targeting recreational customers.
Technology has been central to that expansion. betTOM signed a multi-year agreement with EveryMatrix in 2025 and uses the supplier’s full turnkey platform across sportsbook, casino, player account management and affiliate operations. EveryMatrix said the operator went live in late May 2025 and later became the fastest-growing sportsbook on its platform, reaching eight-figure monthly turnover while maintaining double-digit profit margins.
The latest football deals indicate that betTOM is now combining that technology-led growth with a broader brand-building strategy. Sponsorships across Burnley, Stockport County and Peterborough United give the operator exposure to supporters across both the Championship and League One as it looks to establish a stronger position in the competitive UK betting market.