The opening match between Manchester United and Leicester City will look different to many Premier League fixtures this season. Not just for the 8pm Friday kick-off time but because it’s a fixture where the two teams involved do not have a gambling company as their primary shirt sponsor – unlike nine of this year’s 20 premiership teams.

This mirrors a broader trend where nearly all top-flight clubs, and many of their lower league counterparts, have partnership deals with gambling companies. As the season approaches kick-off, more and more announcements are made: this week Manchester United announced a partnership with MoBet, stating this will help to “enhance our fans’ match-day experience” and that the partnership will offer unique access to club content.