Rugby Super League team Wigan Warriors has signed the UK Tote Group as its principal partner for the next three years.
Beginning season 2026, the partnership will see the pool betting operator’s logo featured on the club’s front-of-shirt home and away kits, through 2027 and 2028. Furthermore, the Tote will be given brand visibility across the Warriors’ stadium and its own marketing channels.
Alex Frost, CEO of the Tote, said: “Everyone at the Tote is so proud to be standing alongside Wigan Warriors as their new Principal Partner. We are bringing together two iconic Wigan institutions to celebrate our town, our people and our shared sporting spirit.
“Many of our 200 Tote colleagues are lifelong supporters of Wigan Warriors so this partnership means so much to them. We can’t wait to be part of the journey with the club and its fans over the next three years.”
The collaboration between the two Wigan-based enterprises was also welcomed by none other than Lisa Nandy, MP for Wigan and Secretary of State for Culture, Media, and Sport, who recognised the importance this will have in bringing the local community together.
“Wigan Warriors and the Tote are two of our town’s most well-known institutions that make crucial contributions to the local economy – providing jobs, opportunities and tapping into the renowned passion for sport we have in Wigan,” she said. “I look forward to seeing how they can work together to have a positive impact in the local community.”
Bringing together two iconic brands from Wigan – we are pleased to announce @UKToteGroup @ToteRacing as our new Principal Partner.#WWRL pic.twitter.com/zN89JhdX2r
— Wigan Warriors
(@WiganWarriorsRL) December 7, 2025
New era for UK betting sponsors
In the UK, the sports sponsorship landscape is gradually changing. The 2026 football season will see the adoption of the voluntary front-of-shirt ban which a number of Premier League clubs agreed to some time ago.
When that kicks off, it is a possibility that other sports like rugby will also be pressured to follow suit. Given that Wigan Warriors’ deal with the Tote goes through 2028, it will be interesting to follow how such brand deals will adapt to the shifting landscape.
Also interesting is the fact that the Tote Group is, as its name suggests, the operator of the UK’s pool betting system. As such, its chief product is horse racing – perhaps a sign the firm is looking at a more wide ranging sports betting offer in the future?