Pic:Mark McDermott
Shamrock Rovers recently announced a new partnership with NetBet as its Responsible Gambling Partner. The new partner will feature on the men’s first-team sleeve, causing many supporters to criticise the club. Many are unhappy with the news of the sponsorship. It has led to a feeling of being let down by a club they hold dearly.
The 22-time league champions’ last betting partner was 888sport, one that many fans were pleased to see depart. This time around, with recent attention being placed on ignoring betting sponsors, there is a sense of disappointment that Shamrock Rovers have chosen this partner.
FAI’s 2021 decision
In 2021, it was decided by the Football Association of Ireland (FAI) that it would no longer pursue gambling companies as sponsors for the Republic of Ireland national teams. It was then confirmed that League of Ireland clubs were exempt from this matter, treating club sponsorships as internal matters.
That same year, both Shamrock Rovers and Dundalk acquired high-profile betting sponsorships. The former partnered with 888sport, and the latter launched with BetRegal. Elsewhere in Ireland, the Gaelic Athletic Association (GAA) passed a total ban on gambling sponsorship at all levels in 2018.
Since the two deals in 2021, clubs in Ireland partnering with gambling companies have fallen silent until now. Dundalk announced 888 as their main sponsor in what was described as the largest commercial deal in their history.
As recently as mid-January 2026, the League of Ireland announced the rollout of an educational programme on the prevention of gambling harm in Ireland. The first-of-its-kind initiative for clubs in Ireland will be led by EPIC Global Solutions. They are an award-winning consultancy currently working with several other major sporting bodies globally.
Supporters’ concerns
Just 22 days separated the announcement of the league’s initiative, and Shamrock Rovers welcomed NetBet onboard. The primary concerns raised by supporters of the gambling company are that it can ruin lives. Many families all across the world have loved ones impacted negatively by gambling addictions. The overwhelming reaction from supporters is that the club opted to cash in on the deal, failing to prioritise the moral aspect of the deal.
Aside from the impacts gambling addictions can have on individuals and their families, NetBet have made headlines in recent years for the wrong reasons. In November 2025, NetBet were fined £650,000 (€747,279) by the UK Gambling Commission (UKGC). The company was investigated and penalised for its lapse in “social responsibility” and anti-money laundering (AML) protocols between 2023 and 2024.
Among the reasons for being fined, they had insufficient measures to prevent money laundering. These raise concerns for supporters of Shamrock Rovers, particularly as they arrive as the club’s Responsible Gambling Partner. Five years prior, NetBet was fined £748,000 (€859,975). This was for the same reasons and again by the UKGC.
Comparison across the league
Across both the Premier and First Division in Ireland, the deal does not positively show the Hoops. In February 2022, Sligo Rovers rejected two deals with gambling companies worth five figures. In a statement, Tommy Higgins, chairman of the club, said, “As a club, we are not in a position to refuse sponsorships too often; however, we feel the negative aspect of this advertising far outweighs any monetary value to the football club’’.
The same year saw Dublin rivals Bohemians announce a “blanket ban” on all gambling advertising and sponsorship. Despite being sponsored by Mr Green, an online casino, in 2015, the club adjusted their philosophy. They have since opted for sponsors such as Guinness and Fontaines D.C. since.
In the First Division, Finn Harps also has an anti-gambling company stance within the club. Within their Gambling Sponsorship & Partnership Policy, they mention, ‘The decision not to accept gambling sponsorship money is a deliberate ethical stance, grounded in our belief that a football club should contribute positively to its community and should not profit from activities that carry a substantial risk of harm.’
The ethical debate
It’s been clear from the moment of the announcement that fans were more than displeased with the partnership. Supporters are of the belief that the ethical standards within Shamrock Rovers should be higher, and thus, ignoring this opportunity with NetBet. In November, at the time of NetBet’s most recent dispute, the club announced Robbie Hedderman as their new chief executive officer (CEO). He began his new role at the beginning of this month, and this partnership has not brought a positive beginning.
For the average fan, they will return to the stands next Friday when Shamrock Rovers take on St. Patrick’s Athletic. For most, they will watch on with a feeling of unrest. They will believe that the club should not be partnering with gambling companies. Tallaght Stadium will host families and individuals who have dealt with gambling addictions in the past. Simultaneously, while watching their club play with one of those companies on their sleeve.
Balance of commercial reality
The realities of clubs in Ireland doing what is necessary to introduce alternative streams of revenue can be viewed positively due to the league’s growing rate. In the case of Shamrock Rovers, they can afford to prioritise their moral compass and opt against onboarding gambling companies.
Qualification to the UEFA Conference League last season, as well as winning and drawing one in the League Phase, earned the club around €5 million in prize money. This further adds to the confusion for supporters as to why Shamrock Rovers have partnered with NetBet as its Responsible Gambling Partner.