Mega Riches has supported community initiatives linked to West Bromwich Albion through activities tied to its sponsorship of the club and its charity partner, The Albion Foundation.
The iGaming brand, operated by Immense Group, is the club’s official back-of-shirt sponsor and has provided a series of matchday hospitality experiences to individuals involved in the Foundation’s programmes. Beneficiaries included volunteers, charity fundraisers and participants in community initiatives, with access to hospitality packages at The Hawthorns across multiple fixtures.
The initiative included invitations to the Richardson Suite for selected attendees, including community lottery winners and individuals supporting fundraising efforts. Among the programmes highlighted was Cancer Kickers, which focuses on supporting patients and survivors through physical activity, alongside fundraising initiatives such as Baggies Bonanza, which combines prize draws with charitable contributions.
The Albion Foundation has operated community programmes in the Sandwell area for over 20 years, focusing on areas such as health, education and social inclusion. Its activities include partnerships with organisations such as NHS Trusts, Prostate Cancer UK and Macmillan Cancer Support.
The involvement of Mega Riches reflects a broader approach within iGaming sponsorship, where operators and brands align with sports organisations to support community-based initiatives alongside commercial partnerships. Such activities are often integrated into wider sponsorship agreements and are used to engage local audiences while contributing to social programmes linked to clubs and their foundations.
The partnership between Mega Riches and West Bromwich Albion continues to combine brand visibility within football with community-focused initiatives, as iGaming companies expand their role in supporting social and charitable programmes connected to sport.
Marco Trucco, CMO of Immense Group, said: “Football reaches into communities in a way very few things do. When we looked at how we wanted to build our relationship with West Bromwich Albion, brand visibility was never going to be enough on its own.
“The work the Albion Foundation does, for cancer patients, for volunteers, for people who might otherwise be isolated, that’s the kind of purpose we want our brands to support. Mega Riches made that happen this season. Immense Group intends to keep making it happen.”
