Will operators score with Premier League partnerships?

The first full season of Premier League football since the United Kingdom’s point of consumption (PoC) taxation regime was introduced in November kicked off this month, and fears that PoC would drive many Asia-facing operators away from the British market appear to be unfounded. Asia-facing operators will adorn the shirts of a quarter of Premier League teams for this upcoming season. Mansion (Crystal Palace and Bournemouth), Dafabet (Sunderland), 138.com (Watford) and TLCBET (West Bromwich Albion) all have primary shirt sponsorship deals with clubs, while a further two operators, Bet365 (Stoke City) and Betway (West Ham), do business in several Asian countries. A number of other operators have secondary sponsorship deals with teams, such as Bodog’s official Asian betting partnership with Arsenal. When the PoC regime was introduced in November, it came with a provision that operators who wished to advertise in the United Kingdom must be in possession of a British...

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