{"id":593290,"date":"2026-08-14T18:38:09","date_gmt":"2026-08-14T18:38:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/593290\/"},"modified":"2026-08-14T18:38:09","modified_gmt":"2026-08-14T18:38:09","slug":"burnley-count-the-cost-after-dropping-shirt-sponsor","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/593290\/","title":{"rendered":"Burnley count the cost after dropping shirt sponsor"},"content":{"rendered":"

Eagle-eyed fans were already joining the dots on Thursday after Sky Sports’ promo for Sunday’s match showed Kyle Walker in a Burnley shirt without a sponsor.<\/p>\n

Why would that be? After all, Burnley had played throughout pre-season wearing kits with Finotive One across the front.<\/p>\n

Even last Saturday, as Burnley hosted Notts County in the first round of the Carabao Cup, the logo was emblazoned across the jersey.<\/p>\n

Then it was noticed that all news stories relating to the Finotive One deal had been removed from Burnley’s official website. <\/p>\n

And on Friday morning, Burnley confirmed the deal had been scrapped “to protect the club’s interests, and those of our supporters”.<\/p>\n

It is not the first time the Lancashire club have faced problems with their shirt sponsorship. <\/p>\n

LoveBet, an Asian betting brand, signed a three-year deal but was replaced after just two years after running into financial difficulties.<\/p>\n

That happened just after the club had been bought by AIK Capital in December 2020.<\/p>\n

Facing criticism about an association with gambling, new chairman Alan Pace wrote on X that it would be looked at “as part of the overall commercial strategy for the club”. <\/p>\n

He added: “There may be some historic contractual obligations, but it’s an issue I’ll be reviewing with my team for the long-term.”<\/p>\n

But throughout AIK Capital’s ownership, betting has dominated the club’s sponsorship deals. <\/p>\n

In fact, bar a one-season deal in 2022-23 with Classic Football Shirts, every front-of-shirt company in the AIK Capital era was related to gambling until this season.<\/p>\n

LoveBet was replaced by SpreadEx – a fixed odds and spread betting company.<\/p>\n

After Classic Football Shirts came Philippines-based gambling company W88. <\/p>\n

In 2024, Burnley signed a controversial two-year deal with 96.com, a betting website run by TGP Europe.<\/p>\n

Last year, the Gambling Commission warned Burnley and three other clubs over their links to sites<\/a> run by the company, which had surrendered its British gambling licence.<\/p>\n

An investigation found TGP Europe had failed to “carry out sufficient checks on business partners” and breached “anti-money laundering rules”.<\/p>\n

In trying to find a replacement for 96.com, Burnley went down an unconventional route.<\/p>\n

Finotive One is a Cyprus-registered company which describes itself as an “all-in-one ecosystem” built for traders. Little was known about how it operated and who its customer base was.<\/p>\n

Vertu motors, which has had a sponsorship arrangement with Burnley since 2022, stepped up to fill the void.<\/p>\n

In replacing the sponsorship at the last minute, it is unknown what the terms are with Vertu but Burnley would not have been in as strong a negotiating position.<\/p>\n

The Finotive One deal would have appeared the most lucrative one on the table a few weeks ago. <\/p>\n

But, after just six weeks, the deal has ended, causing them embarrassment.<\/p>\n","protected":false},"excerpt":{"rendered":"Eagle-eyed fans were already joining the dots on Thursday after Sky Sports’ promo for Sunday’s match showed Kyle…\n","protected":false},"author":2,"featured_media":593291,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[42,43,40,38,41,39],"class_list":["post-593290","post","type-post","status-publish","format-standard","has-post-thumbnail","category-headlines","tag-headlines","tag-news","tag-top-news","tag-top-stories","tag-topnews","tag-topstories"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/593290","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=593290"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/593290\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/593291"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=593290"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=593290"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=593290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}