Reading FC announces Mr Vegas as new front-of-shirt sponsor

Reading Football Club has announced a record-breaking front-of-shirt sponsorship deal with Mr Vegas, an acclaimed online casino brand, for the upcoming 2026/27 season.

The partnership will see Mr Vegas' branding displayed on the men's first-team shirts, marking a significant commercial milestone for the club.

This collaboration not only focuses on visibility but also aims to foster community engagement and deliver initiatives tailored to supporters.

Reading FC's Chief Executive Officer, Joe Jacobson, expressed enthusiasm about the partnership, highlighting its potential to create memorable experiences and strengthen connections with the local community.

Jacobson said, "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. 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."

Marco Trucco, Chief Marketing Officer at Mr Vegas parent company Immense Group, acknowledged Reading's ambition and potential to engage new audiences beyond matchdays, stating, "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."

As part of the collaboration, both Reading FC and Mr Vegas are committed to promoting safer gambling, encouraging supporters to use platforms like GAMSTOP for responsible gambling practices.

However, the deal has sparked mixed reactions from the Reading FC Supporters Trust, which acknowledges the financial benefits of gambling sponsorship but also recognises the concerns about its impact on vulnerable individuals and children.

Their statement reads, "Gambling sponsorship in football is a divisive and well-debated topic. There is no question that the money it brings into the game can be a force for good and it is also true that many football fans enjoy a flutter and can do so without falling into addiction. We also acknowledge that Reading Football Club is still a club in financial recovery, and we can therefore understand the environment in which the highest sponsorship bidder is the best sponsorship bidder. Equally, we know for many Reading fans there will be disappointment. There is also no question that gambling can destroy lives and its overbearing presence in football guarantees high visibility - not just amongst those struggling with gambling addiction, but also amongst children."

The supporters trust has called for sponsorless shirt options for both children and adults, stressing the importance of inclusivity in replica shirts.

Hear all the latest news from across the UK on the hour, every hour, on Greatest Hits Radio on DAB, smartspeaker, at greatesthitsradio.co.uk, and on the Rayo app.