Crystal Palace F.C. has appointed 90t, also known as 90t.asia, as its Official Asian Betting Partner for the 2026/27 season, marking another step in the sports entertainment brand’s expansion across Asia.
The partnership brings together an established Premier League club and a digital entertainment brand with a growing presence in Asian markets. The two parties are expected to collaborate on digital content, regional campaigns and fan engagement initiatives aimed at bringing Crystal Palace closer to supporters across the region.
For 90t, the agreement provides a platform to strengthen brand recognition among Asian football audiences. With the Premier League maintaining a significant following throughout the region, the association with Crystal Palace gives 90t greater exposure while reinforcing football as a central part of its international brand strategy.
Crystal Palace also stands to strengthen its engagement with its Asian supporter base through locally relevant content and activities. Such initiatives can provide overseas fans with more opportunities to interact with the club beyond matchdays.
The agreement comes as the commercial landscape of Premier League sponsorship continues to evolve. From the 2026/27 season, clubs will no longer feature gambling companies as front-of-shirt sponsors, prompting greater attention towards regional and category-specific partnerships.
Against this changing backdrop, the Crystal Palace–90t partnership represents more than conventional brand exposure. It provides both organisations with an opportunity to combine Premier League visibility, regional marketing and fan engagement as they seek to expand their respective presence across Asia.
