Wigan Warriors, of English rugby league’s top-tier Super League, have announced Wigan-based betting operator The Tote as their new principal sponsor for the next three years.
The deal will see The Tote, initially owned by the UK government before a takeover by betting giant Betfred, feature on the front of the Warriors’ first team's 2026, 2027, and 2028 playing shirts, while also gaining branding at the Warriors’ home stadium, currently named The Brick Community Stadium.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The Tote replaces local construction company Greenmount Projects, which held the designation for the 2024 and 2025 season. The company will continue to feature on the men’s home and away kit sleeves and the women’s first team kit sleeve.
The deal expands The Tote’s sports sponsorship portfolio, which has so far focused on horse racing, with investments in owners and the Racehorse Owners Association, as well as breeders in the UK.
Alex Frost, chief executive of the Tote, has said: “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.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataWarriors’ chief executive Kris Radlinski MBE added: “This is a very special partnership for us. The Tote has decades of history in Wigan, and bringing together our two names feels like the perfect fit. Alongside The Tote, we look forward to celebrating our town and our community.”
The new partnership comes a week after international procurement and logistics company Cadena Global renewed its kit partnership with the Warriors for another year, having sponsored the team since 2024.
Under that deal, Cadena’s branding will move from the higher right sleeve of the men’s first team playing kit to the rear of the shirt, while continuing to sponsor prop and loose forward Luke Thompson.
Wigan Warriors' head of partnerships, Rebecca Webb, has commented: “We’re delighted that Cadena Global Ltd will continue their partnership with Wigan Warriors for another year.
“It’s fantastic to work with a partner like [Cadena Global director] Bill Alty, a humble family man whose values reflect our own. He’s an absolute pleasure to work with and his support, both on and off the pitch, makes a real difference to the Club and our players.”
Earlier this year, the Warriors’ home stadium, which it shares with English soccer club Wigan Athletic, changed its moniker from The DW Stadium to The Brick Community Stadium under a new naming rights agreement with The Brick local charity covering 2025.
At the time, both clubs said they were looking to secure a long-term commercial stadium partner for 2026 and beyond.
Wigan Athletic and Wigan Warriors are now owned by Mike Danson, who also owns Sportcal (GlobalData Sport).
Danson acquired English League One (third-tier) soccer side Wigan Athletic in June 2023 and took full control of the Warriors last December after former chairman Ian Lenagan stood down at the end of the 2023 season, after 16 years of Lenagan family ownership of the club.
Lenagan departed after leading the Warriors to their 23rd Super League title.
Read: In The Boardroom with Wigan Warriors
