Why Regional Sponsors Still Matter to Premier League Clubs

Crystal Palace F.C.'s partnership with 90t (also known as 90t.asia) arrives at a time when Premier League clubs face constant pressure to strengthen revenue while meeting the costs of competing at the highest level.

The deal makes 90t the club's Official Asian Betting Partner for the 2026/27 season. Neither party has disclosed the fee, but the structure shows why regional sponsorship categories remain useful. They allow clubs to work with brands that want exposure in defined markets without assigning every partner global rights.

Matchday income and broadcasting distributions are important, yet commercial agreements give clubs another source of funding for football operations, staffing, facilities and supporter programmes. For clubs outside the league's largest global brands, building a broader sponsor portfolio can be especially valuable.

90t receives a recognised English football association and a route to Asian audiences. Palace, meanwhile, gains regional market knowledge and a programme that includes digital content, official watch parties, club tours, stadium visits and exclusive fan experiences.

Marketing Director Chris Woods has said the club wants to use 90t's influence in Southeast Asia and wider Asian markets to introduce Palace to more supporters. That aim gives the agreement a growth function as well as a revenue function.

Betting sponsorship remains contested, and commercial need does not remove the requirement for responsible promotion. However, it is unrealistic to examine such agreements without considering club economics. Palace's decision reflects the balance many English teams are trying to maintain: securing permitted commercial income while responding to public concerns about gambling visibility. How clearly the partnership is managed will be as important as the money it provides.