(Photo: Action Images via Reuters)
Many Premier League and Championship sides adorn the logos of an online casino or sports betting platform but it is a much rarer occurrence in non-league football. Leyton Orient are bucking the trend this season with Steve Davis' side opting to team up with EnergyBet.
It's been a testing few years for the O's who were relegated from League Two in May ending their 112-year stay in the Football League. The East London outfit are now under new ownership and things are starting to look up. At the end of July, Energy Bet were named as the new shirt sponsors for the next two seasons, with the company agreeing to have its name emblazoned on all three of their kits.
There is a huge range of different sponsors in this season's National League with Orient the only club currently carrying the name of a betting or gambling firm. In the 2016-17 Premier League, ten of the twenty clubs were sponsored by online betting companies or casinos; conversely, current National League sponsors include Champion Timber, Calor Gas Direct, and the Maidenhead Advertiser.
Orient's most recent deal with Rainham Steel expired at the end of their forgettable season in League Two and they have opted to form a partnership with one of the newer online betting companies on the market. Many online casinos have already joined forces with sporting teams or associations with the likes of Everton and Aston Villa recently agreeing to lucrative deals as the global popularity of English football continues to increase.
It isn't just the top flight which is benefiting from these partnerships, there are at least nine Championship clubs who carry the name of an online betting firm this season. Leeds are one such example, with their shirts sponsored by 32 Red, a brand amongst the top casino games sites in the UK. They are just one of many operators who offer an enticing welcome bonus to new customers, with a £10 no deposit bonus for any sports fans who wish to open an account this season.
Leyton Orient may be the only side bucking the trend this season in the National League but their long-suffering fans will be hoping it's just a brief stay at this level. They'll be hoping an improved atmosphere around the Matchroom Stadium can help propel them back into the Football League. They may be the only side to be currently sponsored by an online betting firm in the National League but they are unlikely to be last.
Got it wrong there. Rainham Steel sponsorship ended in 15/16 so this is our second season with energy bet, not the first.