Reading Football Club and online casino Mr Vegas have unveiled a new partnership which will see the operator become the side’s front-of-shirt sponsor for the 2026/27 football season.
The operator will engage in a range of activation initiatives as part of this newly brokered collaboration, as the pair each seek to invest in supporter engagement and content creation strategies.
Currently competing in England’s third-tier footballing division – League One – Reading is one of the oldest football clubs in the nation, originally founded in 1871. The side’s long-standing presence in English sport has built a loyal and broad fanbase which Immense Group – Mr Vegas’ parent company – will be hoping to connect with as part of this partnership.
Immense Group CMO Marco Trucco commented on the deal, stating: “Mr Vegas is not a traditional brand and this is not a traditional partnership. We were actively looking for a club that we believed could grow beyond its traditional footprint and become part of a bigger conversation. What attracted us to Reading was their ambition. We saw great creative ideas from the ownership group, the staff and the fan base, alongside a genuine desire to build something that reaches beyond matchdays and beyond football itself.
"We believe Reading has the potential to become a social team with a national footprint - a club that people engage with because of its stories, personalities and culture, not just because of the result on a Saturday afternoon. That means working to develop content that goes far beyond goal clips and highlights. We want to help tell the stories around the club, the people in it and the community that surrounds it."
Similar to this newly announced deal, last month saw MrQ announce a front-of-shirt sponsorship deal with Queens Park Rangers. Indeed, the upcoming 2026/27 season will see these types of sponsorships banned in the Premier League – likely leading to an inflated number of front-of-shirt sponsorship deals in the Championship and lower divisions.
Also speaking on this latest development was Reading FC CEO, Joe Jacobson, who said: “We're delighted to welcome Mr Vegas as our new front-of-shirt partner. From our earliest conversations, it was clear they understood what we're trying to achieve as a football club. This partnership is about more than visibility – it's about finding new ways to engage supporters, tell our story and expand our reach beyond our traditional audience.
“Mr Vegas recognised the work being done across the club, from investment in infrastructure and facilities to the impact of our Community Trust. Their creative approach and willingness to think differently makes them an exciting partner as we continue building for the future."
Reading’s home ground – the Select Car Leasing Stadium – opened in 1998 and has a seating capacity of 24,000+
