Landmark Commercial Agreement in English Football
Reading Football Club has officially announced Mr Vegas as the club’s new front-of-shirt partner ahead of the 2026/27 season. This collaboration represents a club-record front-of-shirt sponsorship agreement, highlighting Reading FC’s ongoing commercial growth as they prepare for the upcoming campaign.
Licensed and regulated by the UK Gambling Commission, the award-winning online casino brand will feature prominently on the front of the men’s first-team shirts. Beyond standard brand placement, the partnership will focus on delivering supporter-focused initiatives, community projects, and exclusive content designed to bring fans closer to the club, with further activations planned throughout the season.
Additionally, both organizations share a firm commitment to promoting safer gambling, encouraging supporters to utilize free tools and support services available through GAMSTOP and recognized safer gambling bodies.
Executive Perspectives and Collaborative Vision
Commenting on the landmark arrangement, Reading FC Chief Executive Officer Joe Jacobson stated:
“We’re delighted to welcome Mr Vegas to Reading Football Club as our new front-of-shirt partner. From our earliest conversations, it was clear they shared our ambition to do things differently. This partnership is about far more than having a logo on the front of our shirts; it’s about creating memorable experiences for our supporters, strengthening our connection with the local community and continuing to tell the story of Reading Football Club in new and engaging ways.”
Jacobson added:
“Mr Vegas have shown a genuine enthusiasm for working collaboratively with us and we’re looking forward to delivering a number of exciting initiatives together throughout the season.”
Echoing these sentiments, Marco Trucco, Chief Marketing Officer at Mr Vegas parent company Immense Group, noted:
“Mr Vegas is not a traditional brand and this is not a traditional partnership. What attracted us to Reading was the club’s ambition. We saw great creative ideas from the ownership group, the staff and the fanbase, alongside a genuine desire to build something that reaches beyond matchdays.”
Trucco concluded:
“We believe Reading has the potential to introduce the club to new audiences through its stories, personalities and culture, not just the result on a Saturday afternoon. That means working together to create content that goes beyond goals and highlights, while helping tell the stories of the club, the people in it and the community that surrounds it.”
