Reading Football Club Announces PricedUp as its Official Betting Partner

Reading Football Club announced a new two-year partnership with PricedUp, who become the club’s Official Betting Partner ahead of the 2025/26 campaign.

The UK-based online sports betting and gaming brand will feature prominently across matchday assets at the Select Car Leasing Stadium, as well as on Reading FC’s training wear for both the 2025/26 and 2026/27 seasons.

As part of the agreement, PricedUp will collaborate with the club to deliver exclusive offers and rewards designed to engage and benefit Royals supporters, while also working closely with Reading FC to promote and support responsible gambling practices.

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Founded in 2024, PricedUp are committed to delivering a first-class betting experience for customers, placing emphasis on fairness, safety, and enjoyment. Through this partnership, they will also contribute to a series of safer gambling education initiatives, delivered in conjunction with the club throughout the term of the deal.

Importantly, the revenue generated through this partnership will directly support investment into matchday operations and infrastructure – enhancing the supporter experience at the Select Car Leasing Stadium.

Luke Beach, Operations Manager at PricedUp, said: “We’re thrilled to embark on this partnership with Reading, a club with tremendous history at the start of a new and exciting chapter. 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, added: “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.”