UK-facing online sports betting and gaming operator PricedUp has been named as the official betting partner of English Football League team Reading FC.
The operator’s branding will appear prominently across matchday assets at Reading’s home stadium, the Select Car Leasing Stadium, as well as on Reading’s training wear across the next two seasons.
PricedUp will also work closely with Reading to promote responsible gambling and to deliver exclusive offers and rewards to the club’s fanbase.
“We’re thrilled to embark on this partnership with Reading, a club with tremendous history at the start of a new and exciting chapter,” said PricedUp operations manager Luke Beach.
“We want to build positive relationships with Reading fans, and hopefully bring them new opportunities, rewards and content to elevate their enjoyment in supporting The Royals. We wish Noel, the team, and everyone at the club the best of luck in the 2025/26 season.”
Tim Kilpatrick, head of commercial at Reading FC, commented: “We are naturally pleased to welcome PricedUp as our official betting partner, in what is an important financial agreement for the club.
“To work with a UK company, who are forging their own story in their industry, aligns with our own growth ambitions and we’re looking forward to supporting each other in reaching our goals.”