Mr Vegas has announced a front-of-shirt partnership with Reading FC after identifying the club as one of the most compelling growth stories in English football.

The fast-growing UK casino brand will feature on the front of Reading men’s first-team shirts throughout the 2026/27 season. The partnership represents a broader investment in audience growth, supporter engagement and innovative content creation with a series of supporter-focused initiatives set to be unveiled throughout the campaign.

Instead of pursuing a conventional sponsorship strategy, Mr Vegas has been attracted by Reading’s ambition to increase its visibility beyond the traditional footprint of a League One football club and build stronger connections through storytelling, digital content and community engagement.

The partnership will see Mr Vegas support a range of initiatives aimed at helping Reading reach new audiences and build a stronger national presence.

Licensed and regulated by the UK Gambling Commission, Mr Vegas has built its profile through a series of partnerships across sport and entertainment, including title sponsorship of the Mr Vegas Grand Slam of Darts and broadcast sponsorship of Big Brother UK.

Marco Trucco, Chief Marketing Officer at Mr Vegas parent company Immense Group, said: “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.”

Joe Jacobson, CEO of Reading FC, 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.”