Mr Vegas to feature on Reading FC shirts for 2026/27 campaign

Mr Vegas has entered a sponsorship agreement with Reading Football Club that will see the operator appear as the front-of-shirt sponsor for the 2026/27 League One season. The deal includes activation initiatives focused on fan engagement and content creation.

Reading, founded in 1871 and currently competing in England's third tier, boasts a long history and a loyal supporter base. Immense Group, parent company of Mr Vegas, aims to leverage that reach through the partnership.

Marco Trucco, Chief Marketing Officer at Immense Group, commented: “Mr Vegas is not a traditional brand and this is not a traditional partnership.” He added that Reading’s ambition and creative ideas from the ownership, staff, and fans drew the operator, and that they see potential for the club to grow beyond its traditional footprint. Trucco stated the goal is to create content that goes beyond match highlights, focusing on stories, personalities, and community.

The deal follows a similar front-of-shirt sponsorship announced last month between competitor MrQ and Queens Park Rangers. With the Premier League set to ban such sponsorships from the 2026/27 season, an increasing number of shirt deals are expected in the Championship and lower divisions.

Reading FC CEO Joe Jacobson said: “We're delighted to welcome Mr Vegas as our new front-of-shirt partner.” He noted that from early conversations the operator understood the club's ambitions, and that the partnership extends beyond visibility to engage supporters and expand reach. Jacobson highlighted the club's infrastructure investments and community trust work as aligning with Mr Vegas's creative approach.