The Ukrainian Premier League (UPL) has named licensed operator Betking as a strategic partner for the 2026/27 and 2027/28 seasons, expanding the bookmaker’s involvement in Ukrainian football.
The agreement covers marketing projects, media content and integrations around league matches. The parties will also introduce a joint merchandise collection and relaunch the Player of the Round award, which will recognise one footballer during each match week.
A Play Responsibly initiative will form the social responsibility component of the partnership. Further digital projects and interactive fan activities are planned during the two-season term, although financial terms have not been disclosed.
Betking Director, Pavlo Zhurylo, said: “Together with the UPL, we will work on creating new formats of interaction with fans, launching modern digital projects, developing joint merchandise and implementing initiatives.”
The deal continues Betking’s use of football partnerships to expand its visibility in Ukraine. The King Group brand became LaLiga’s official betting partner in the country in 2025 and also agreed a partnership with Ukrainian club FC Oleksandriya, which finished second in the UPL during the 2024/25 season.
Bookmaker involvement remains established across Ukrainian club football. GG.Bet signed a three-year title sponsorship agreement with Dynamo Kyiv in 2025, while Beton became title sponsor of Shakhtar Donetsk under a three-year deal announced in May 2026.
The UPL previously had a three-season title partnership with VBet from 2021.
The new agreement also arrives during a period of increased regulatory intervention. PlayCity replaced the former KRAIL regulator and issued 250 licences during its first year, while expanding inspections and enforcement across the market.
Ukraine separately operates distinct licensing regimes for betting, online casino and online poker products.
Ukraine has maintained tighter restrictions on gambling advertising since 2024, increasing the importance of how licensed operators structure sports sponsorships, digital campaigns and responsible gambling messaging.
PlayCity fined Slots UE, the operator of Betking, more than UAH 4.7m ($104.9k) after finding that gambling accounts had been funded using third-party bank cards. The total included a UAH 4.3m fine and a UAH 432,350 penalty connected to an earlier compliance order.
The 2026/27 Ukrainian Premier League season is scheduled to begin on 31 July with 16 clubs listed in the competition
