Great Britain-licensed bookmaker BetTOM has secured betting partnerships with Burnley, Stockport County and Peterborough United. The agreements cover the 2026/27 season and expand the operator's presence across the English Football League.

The deals make BetTOM the Official Betting Partner of all three clubs. The Burnley agreement also includes shorts sponsorship across the club's men's and women's teams.

BetTOM branding will appear on three Burnley kits, in the dugouts and on advertising boards at Turf Moor, according to SBC News.

Three-club partnership portfolio

Burnley confirmed its agreement on September 2, 2026. SBC News reported the wider three-club arrangement on September 4, 2026. The report said Peterborough United's partnership was announced before the Burnley and Stockport County agreements.

  • Burnley, Official Betting Partner and shorts sponsor for the 2026/27 season.
  • Stockport County, Official Betting Partner.
  • Peterborough United, Official Betting Partner.

The agreements move BetTOM's visibility beyond digital betting and into kits, stadium assets and matchday environments. The clubs compete across the Championship and the lower divisions of the English Football League, giving the operator access to audiences in different parts of the competition.

Licence status and market limits

The Gambling Commission's public register lists Bet Tom Limited as an active licence holder. Its remote general betting standard licences for real and virtual events have been active since September 20, 2024.

The register also lists active remote bingo and casino licences, according to the Gambling Commission.

The licences cover gambling services and advertising aimed at consumers in Great Britain. Northern Ireland operates under a separate legal framework. The partnership announcements do not establish coverage there.

Why the sponsorship matters

BetTOM entered the UK market in May 2025, according to a company statement carried by Burnley and the SBC News report.

The three agreements show how a newer operator is using football sponsorship to build recognition against bookmakers with larger customer bases. The strategy also places the brand in front of substantial football audiences as operators face tighter compliance demands and higher operating costs in Great Britain.

Sponsorship can deliver broad exposure, but clubs and operators must ensure that marketing follows applicable gambling advertising rules. Safer gambling messaging and responsible marketing remain part of that requirement.

BetTOM's move is a commercial expansion of its brand presence across three EFL clubs, not a change to its licence status.

Burnley said its partnership would include safer gambling messaging and engagement with adult supporters. The commercial test will be whether BetTOM can turn greater visibility into sustainable growth while meeting requirements on customer protection, advertising and compliance.