Mr Vegas has announced a front-of-shirt partnership with Reading FC for the 2026/27 season, positioning the League One club as a rising force in English football.
The deal reflects the casino brand’s strategy to invest in audience growth, storytelling, and supporter engagement, rather than traditional sponsorship visibility alone.
The fast-growing UK operator will feature on Reading’s men’s first-team shirts as part of a broader collaboration focused on content creation, community connection, and expanding the club’s national profile. A series of fan-focused initiatives is set to be rolled out throughout the season.
Rather than pursuing a conventional sponsorship approach, Mr Vegas identified Reading FC as a club with strong potential to grow beyond its current footprint. The partnership will support initiatives designed to increase visibility through digital storytelling, creative content, and deeper fan interaction.
Licensed and regulated by the UK Gambling Commission, Mr Vegas continues to expand its presence across sport and entertainment. Its portfolio includes title sponsorship of the Mr Vegas Grand Slam of Darts and broadcast sponsorship of Big Brother UK.
Marco Trucco, Chief Marketing Officer at Mr Vegas parent company Immense Group, said: “Mr Vegas is not a traditional brand and this is not a traditional partnership. We were actively looking for a club that we believed could grow beyond its traditional footprint and become part of a bigger conversation. What attracted us to Reading was their ambition. We saw great creative ideas from the ownership group, the staff and the fan base, alongside a genuine desire to build something that reaches beyond matchdays and beyond football itself.“
“We believe Reading has the potential to become a social team with a national footprint – a club that people engage with because of its stories, personalities and culture, not just because of the result on a Saturday afternoon. That means working to develop content that goes far beyond goal clips and highlights. We want to help tell the stories around the club, the people in it and the community that surrounds it,” added the CMO of Mr Vegas.
“We’re delighted to welcome Mr Vegas as our new front-of-shirt partner,“ shared Joe Jacobson, CEO of Reading FC. “From our earliest conversations, it was clear they understood what we’re trying to achieve as a football club. This partnership is about more than visibility – it’s about finding new ways to engage supporters, tell our story and expand our reach beyond our traditional audience. Mr Vegas recognised the work being done across the club, from investment in infrastructure and facilities to the impact of our Community Trust. Their creative approach and willingness to think differently makes them an exciting partner as we continue building for the future.“
