betTOM Agrees One-Year Deal as Official Betting Partner of Peterborough United
TL;DR — betTOM signed a one-year deal to become Official Betting Partner of Peterborough United, its first sponsorship since launching in the UK in May 2025. Activation includes stadium signage, LED boards and digital platforms for the 2026/27 League One season. The move gives the operator direct access to club fans and content.
SCCG Take — New UK operators must secure targeted club partnerships to convert early operations into measurable brand presence. This deal sets a baseline for activation scope and term length that peers will reference.
betTOM has agreed a one-year deal with Peterborough United to become the club’s Official Betting Partner. The agreement is the online bookmaker’s first sponsorship since it launched in the UK in May 2025. The deal delivers branding on static signage, big screens and LED boards at London Road for every match day in the League One side’s 2026/27 campaign.
The partnership also secures betTOM a presence across the club’s digital and social platforms together with access to exclusive content from players and staff. betTOM has operated in the UK since 2025, offering online sports betting, gaming and casino.
According to G3 Newswire, betTOM CEO Paul Colley said: “After a promising first year in operation, we’re excited to be moving into our first major sponsorship. Teaming up with The Posh presents a great opportunity to raise brand awareness amongst sports fans and we look forward to being on the journey with them this season.”
Harley Meadows, Peterborough United Commercial Manager, said: “We’re delighted to welcome betTOM to the Peterborough United family as our Official Betting Partner. We’re always looking to work with ambitious brands who share our desire to build a strong presence, and we’re looking forward to working closely with the team at betTOM throughout the partnership. We’re excited to see what we can achieve together and to build a successful relationship.”
Stadium and Digital Activation Plans
The sponsorship concentrates visibility at the stadium heart of match days while extending reach through Peterborough United’s owned channels. This dual physical-digital structure aligns with the operator’s first-year operational status and its stated goal of raising brand awareness among sports fans.
Leadership Views on the One-Year Term
Colley framed the deal as the next step after a promising first year. Meadows highlighted the club’s focus on ambitious brands that match its own objectives for presence and long-term relationship building. The fixed one-year window for the 2026/27 season supplies a concrete period to measure outcomes on both sides.
Reporting: G3 Newswire
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
New-to-market operators need tangible partnerships fast; this one-year club deal is the textbook first move to convert presence into awareness.
We see every new operator face the same challenge: you have a license and a platform, but no one knows you exist. betTOM chose the smart path — a modest League One partnership with defined activation, not an overreach. The one-year term gives both sides a clean test window and budget discipline. This is how you start.
- betTOM's first UK sponsorship since May 2025 launch — stadium signage, LED boards, digital content
- One-year term covers entire 2026/27 League One season at London Road
- Dual physical-digital strategy targets fan awareness without overextending early-stage budget
SCCG angle: SCCG has placed clients in over 100 sports partnerships across regulated markets — we know which clubs deliver ROI at every tier and how to structure deals that match operator maturity. If you are launching or scaling in the UK, we broker the introductions and negotiate terms that protect your budget while building measurable reach.
Gaming, betting and prediction markets — the desk’s read, every weekday.
Subscribe →