Mr Vegas backs Reading FC growth plans with shirt sponsorship deal

Casino brand Mr Vegas will become the new front-of-shirt partner of Reading FC. This comes as the League One club wants to expand its reach beyond its traditional supporter base.

Under the agreement, the Mr Vegas logo will appear on the front of Reading’s men’s first-team shirts throughout the 2026/27 season.

The partnership will extend beyond brand exposure on the club’s kit. Both parties are planning supporter-focused initiatives, digital content and storytelling projects during the campaign.

Mr Vegas said it selected Reading because of the club’s ambition to grow its national profile and develop stronger connections with audiences away from matchdays.

The announcement follows a series of gambling-sector football agreements. These include CopyBet becoming the official betting partner of AFC Bournemouth, as operators continue to use club partnerships to reach football audiences.

Focus on Reading’s growth

Mr Vegas is licensed by the UK Gambling Commission and is part of Immense Group. The brand has previously invested in sports and entertainment sponsorship. These include the Mr Vegas Grand Slam of Darts and the UK television series Big Brother.

However, the company said its Reading partnership would take a broader approach than a conventional shirt sponsorship agreement.

Marco Trucco, chief marketing officer at Immense Group, said Mr Vegas had been actively looking for a football club capable of growing beyond its established geographical and sporting footprint.

“What attracted us to Reading was their ambition,” Trucco said. “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.” – Trucco

Trucco added that the content produced through the partnership would explore the club’s personalities, supporters and local community rather than concentrating exclusively on match results and highlights.

Partnership to support fan engagement

Reading chief executive Joe Jacobson said Mr Vegas had demonstrated an understanding of the club’s longer-term plans from the beginning of the discussions.

He said the agreement was intended to help Reading find new ways to engage supporters, communicate the club’s story and reach people outside its existing audience.

Jacobson also highlighted investment taking place across Reading. These include improvements to infrastructure and facilities and the work of the club’s Community Trust.

“Mr Vegas recognised the work being done across the club,” he said. “Their creative approach and willingness to think differently makes them an exciting partner as we continue building for the future.”

Further details of the planned supporter initiatives are expected to be announced during the 2026/27 season.