PricedUp Partners with Reading FC

Reading Football Club has officially announced a new two-year partnership with PricedUp, who will serve as the club’s Official Betting Partner for the upcoming 2025/26 season.

As part of the agreement, PricedUp – a UK-based online sports betting and gaming brand – will have a strong presence across matchday assets at the Select Car Leasing Stadium, as well as on Reading FC’s training wear throughout the 2025/26 and 2026/27 seasons.

This exciting collaboration will also see PricedUp work alongside the club to provide exclusive offers and rewards to Royals fans. A key element of the partnership is a shared commitment to promoting responsible gambling, with PricedUp contributing to a series of safer gambling education initiatives to be delivered in conjunction with the club.

PricedUp was founded in 2014 with a focus on providing a fair, safe, and enjoyable betting experience. They also offer a generous PricedUp Welcome Offer for new customers. The partnership with Reading is a significant step in their growth and reflects a shared ambition to support the local community and club infrastructure. In fact, revenue generated from the deal will directly support matchday operations and stadium improvements at Reading FC.

Luke Beach, Operations Manager at PricedUp, commented:
“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 bring them new opportunities, rewards and content to elevate their enjoyment in supporting The Royals.”

Reading FC’s Head of Commercial, Tim Kilpatrick, 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.”