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The end of every football season in England comes with a lot of excitement both on and off the pitch. Many fans anticipate where their team ends on the table-standings. There’s also a lot of action also in the boardrooms.

At the end of the 2019 season, Reading FC confirmed online casino operator Casumo as the club’s new sponsors for the next two seasons. Part of the deal would see the casino operator’s logo on the front of the first team and adult replica shirts through to the summer of 2021.

This deal brought to an end Reading’s four-year sponsorship deal with Thai energy drink Carabao. It marked another milestone for the Royals as the team seeks to reset in preparation for the 2019/2020 new season.

With a lot of focus now shifting towards responsible gambling, Casumo crafted an innovative way to promote this practice. The operator pledged to donate the money from the auction of the club’s match-worn branded shirts to GamCare, a leading UK charity.

This strategy highlights the creativity in emerging sponsorship deals between football teams and gambling operators.

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Bringing Back the Fun to Madejski Stadium

When making the sponsorship announcement, Chief executive Nigel Howe appreciated the team’s history and past achievements. However, he was also quick to note a need for the Royals to be innovative and forward-thinking to survive the tough times ahead.

Howe noted that like the gambling operator, Reading wanted to provide a fun, friendly, and exciting environment for fans for the coming season and in the future. It was a partnership that has excited the fan base considering Casumo is one of the biggest online gambling operators.

The brand won the 2019 international gaming awards. Their platform now features sports betting, a product available for the UK market. The casino operator’s commitment was also expressed by the company’s UK and Ireland country manager who promised to make Madejski Stadium a more exciting place for fans.

Casumo Services Limited is a company registered in Malta with registration number C55663 and with registered address at 'The Unicorn Centre, Triq il-Uqija, Swieqi, SWQ 2335, Malta'. Casumo Services Limited is licensed and regulated by the Malta Gaming Authority under licence number MGA/CRP/217/2012 to offer type 1 and type 2 Gaming Services.

Casumo Casino review. Casumo casino was launched in 2012 when, as the casino states on its website, they were contacted by a parallel universe in need of help. The team behind Casumo thought hard and came up with an idea that would bring a smile to the faces of millions – a fun online casino. Casumo as a product is a recognised, award-winning online casino. We’ve combined social and real-money gaming to build the world’s first casino adventure where players not only collect winnings, but collect points and trophies for every round played.

Reading’s management was also optimistic about the impact this sponsorship deal would achieve. Tim Kilpatrick, the Reading’s head of sales and partnerships, said Casino’s Casumo’s readiness to immerse itself in the club’s culture was a major attraction. The sponsor’s imagination and creativity was hailed as a win for the club.

Innovation to Support Responsible Gambling

Casumo, like other football sponsors in UK football, understood the scrutiny this deal would get at the time. The casino operator supports responsible gambling and, at the same sponsors Reading through an innovative strategy.

The casino operator continues raising money for GamCare by auctioning worn branded jerseys. This is an independent UK charity which has been influential in combating problem gambling across England, Scotland and Wales. The organisation provides information, advice and support for anyone affected by problem gambling.

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Casumo made the announcement after the 2019 Responsible Gambling Week, an initiative that received the support of many English football clubs. So successful was the campaign that it got over 25 million impressions on social media that year.

Reading was part of the 2019 campaign and carried the RGWeek19 messages in its match day programme. Fans could see the messaging across social media, LED boards, and on its big screen during the home game.

The club went a step further, changing Casumo’s logo to CasumoCares logo in the front of the club’s first-team shirts. This was during the match against Birmingham City at home.

Reading and their sponsor received praise from John Hagan, the chairman of the IGRG, for helping spread the message on safer gambling.

GamCare’s Impact

GemCare’s mission is to improve the understanding of the social impact of gambling in the society. At the same time, the charity plays a crucial role in promoting a responsible approach to gambling. Over the years, they have been influential in addressing the needs of people adversely affected by a gambling dependency.

By funding the activities of the charity, Casumo and Reading will touch the lives of many people in the country, including players, fans, and other members of society. The old Reading jerseys will be in high demand, especially as the club starts to rebuild in an attempt to regain its rightful place in English football.

Rebuilding for the Future

The Royals continue rebuilding with the arrival of influential players like Josh Laurent. Mark Bowen, the manager, is keen to offload the many non-performers in the team. Off the field, the team has the support of a renowned brand, and this should help them get quality players. Their responsible gambling campaign is also endearing them with football fans and society. It is a team on the up.