Millwall partner with QuinnBet in new two-year advertisement deal

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Sports betting operator QuinnBet has announced an initial two-year deal as an official sponsor of Championship football club, Millwall. As part of the deal, QuinnBet will get exposure at the club’s ground, the Den, as well as on its website and official club channels. 

QuinnBet is a relative newcomer to the sports betting market. The group launched in 2017. It was launched by Sean Quinn and is now operated by his daughter, Brenda, and his grandchildren. The operator, which is also licensed in Ireland and Gibraltar, posted pre-tax profits of £1.5m in 2022 and has been expanding its visibility through sponsored partnerships.

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The latest deal, with Millwall, will see billboards and advertising at the Den, as well as on the club’s various official channels. 

QuinnBet’s head of commercial and sponsorship, Niall McPartland, said of the deal: “We are very proud to partner with football clubs across the UK, it has the dual benefit of giving great visibility to both our brand and promoting responsible gambling, which is integral to our business.”

QuinnBet has gained a reputation for promoting positive gambling. The group was awarded the Safer Gambling Standard by GamCare in 2022 and has implemented various safe gambling practices on its bookmaker site and online casino. 

Millwall’s chief commercial officer, Luke Wilson, commented: “We are pleased to welcome QuinnBet onboard as an official partner, giving their brand extensive exposure through both our participation in the EFL Championship and via our online reach.”

This partnership is the latest, in a series of deals struck with football clubs, with other recent partners including: Cardiff, Hibernian and Swindon. QuinnBet has also branched out beyond football, signing a deal with Welsh rugby union club Ospreys.

QuinnBet previously signed a back-of-shirt sponsorship deal with Cardiff, in August 2024. The deal sees the company’s logo displayed on the back of first-team players’ shirts. The Premier League recently announced a ban on front-of-shirt sponsorship deals with betting companies. 

However, back-of-shirt sponsorship is still permitted and the Bluebirds currently sit second from bottom in the Championship. QuinnBet’s other football deals include an extended partnership with Hibernian. The operator’s logo appears on the club’s travel wear, and banners feature at the Easter Road ground. 

Away from football, QuinnBet signed a deal with Ospreys, one of only four professional Welsh rugby union teams. At the time the deal was struck, it was QuinnBet’s first foray into Welsh rugby. The deal included the addition of the betting company’s logo onto the back of the team’s shorts, as well as on the side of the club’s European kit shorts.