Last week, Dunfermline, a soccer team based in Scotland, announced a partnership with crypto casino brand Gamdom.
In a statement posted on their official website, the club stated, “DAFC are pleased to announce the launch of a formal partnership with Online Crypto Casino brand, Gamdom.”
Gamdom is geo-blocked in the UK and do not have an operational license but that has not dissuaded the club from agreeing the deal. The club hope to utilize Gamdom’s expertise in digital marketing to their advantage.
The statement went on to say, “Whilst we remain in negotiation over a longer-term partnership, DAFC are tapping into Gamdom’s technological and digital expertise to look at ways to enhance our supporters’ digital experiences with the club and improve our sophistication across digital platforms.”
For Gamdon – who champions itself as the top Bitcoin and crypto casino – this is the first soccer club to sign on as a partner. However, they have previously worked with esports brands and Usain Bolt became a company ambassador in 2022.
Dunfermline cited this as part of the reason for making the deal. The club stated, “They have worked with many sports and e-sports organizations, celebrities and famous athletes such as Usain Bolt.”
The deal has already gained the club some attention. They cite Gamdom’s involvement as influencing the decision of Neil Lennon to take their manager’s position.
Crypto sponsorship in UK soccer
The partnership is the latest in a line of deals between crypto betting sites and soccer clubs. In Scotland, the two biggest clubs, Celtic and Rangers, both have deals with crypto sites. Celtic partnered with Sportsbet.io, a crypto sportsbook, in 2021. Meanwhile, Turkish Bitcoin trading platform, Bitci, made a deal with Rangers.
In the UK, Arsenal FC, Everton FC, Newcastle United, Leeds United, and Tottenham Hotspur, amongst others, all have crypto betting partners. The most prominent is crypto casino Stake.com who appear on Everton’s shirt and have also had deals with Leeds, Newcastle, West Ham, and Watford.
Backlash from fans against crypto casinos
Not all fans have been happy with clubs making deals with crypto gambling companies. Chelsea FC pulled out of a deal with Stake.com after fans voiced their displeasure. Over 20,000 Everton fans also signed a petition to remove the crypto casino from their shirts, but the club has continued with the sponsorship.
Despite the backlash, Stake has enjoyed a booming few years. The company’s revenue increased from $1.5 billion in 2021 to $4.5 billion in 2024. Sponsorship in soccer is one way the brand increases exposure and attracts new customers.
Gamdom will be hoping for similar results with their foray into soccer sponsorship. Dunfermline are unlikely to attract much attention globally but the move signals an intent to build a customer base in the UK.
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