The partnership will focus on Southeast Asia and wider Asian markets, with both parties expected to collaborate on digital content, regional brand campaigns and fan engagement initiatives. Planned activities may include official match-viewing events, club and stadium experiences, and other interactive programmes designed to connect with Palace supporters across the region.
Crystal Palace marketing director Chris Woods said the club was looking forward to building a closer relationship with 90t and using the company’s knowledge of Asian markets to introduce the Palace brand to a broader audience. The partnership is also intended to give regional fans greater access to the club’s history, culture and football identity.
The agreement highlights the changing nature of betting partnerships in English football. Premier League clubs agreed in 2023 to remove betting brands from the front of match shirts from the 2026/27 season. However, betting companies can still work with clubs through sleeve sponsorships, stadium advertising, digital campaigns and regional commercial agreements.
As front-of-shirt betting sponsorships disappear, official regional partnerships are becoming an increasingly important route for clubs and brands seeking commercial exposure in overseas markets. These agreements often combine digital promotion, LED advertising, social media content and fan events.
The deal also comes amid growing media attention surrounding so-called “hidden partnerships”, where betting brands may appear in stadium or overseas marketing without being clearly listed among a club’s official commercial partners.
Unlike such arrangements, the Palace and 90t agreement has been publicly announced as an official regional partnership. For Crystal Palace, it offers an opportunity to strengthen its presence in Asia, while 90t gains a platform to expand its international profile through Premier League football.
