The USL has modified its marketing rules and will now allow its clubs to sign jersey sponsorships with sports betting companies.



The change, which was approved and shared with the clubs this week, puts USL in line with other international soccer leagues as well as with MLS, which opened its jersey sponsorship category to sports betting brands in July .



House Rules



According to the updated marketing rules, USL clubs are now allowed to sign deals with sports betting sponsors that have a valid license to offer sports betting within the team’s territory. The sponsor must also only use data from league matches that are licensed by an official data distributor of the league. Opta, which works with soccer leagues ranging from MLS to the Premier League to LaLiga, is currently USL’s official data partner.



Sports betting companies can use USL club marks in advertising, but can only do so within the team’s territory, with online advertising primarily being targeted at those residents.



USL clubs are not allowed to offer sports betting on their websites or other digital platforms, nor are they allowed to promote live odds or compensate their players based on any sports betting activity. The USL league office must approve any sports betting sponsor from operating inside a USL stadium, although that doesn’t prevent fans from using mobile sports betting apps.



What USL Is Saying



"We want to be early movers in this space and it’s very important that our clubs have the flexibility to benefit economically from this category. We feel like it’s a dynamic that most soccer fans – whether domestic or international – are already accustomed to so we want to be as progressive as possible.” - USL President Jake Edwards