188BET have been the principal sponsor of Bolton Wanderers since the 2009–10 season, replacing previous sponsor Reebok. 188BET is also the main sponsor of England's rugby union northern premiership team Newcastle Falcons.
188BET also sponsored Wigan Athletic from 2009 to 2011. Rival betting company 12Bet took over Wigan's shirt sponsorship for the 2011-12 season.
When sponsoring both Bolton and Wigan, they were reported as being the first company to sponsor two football clubs in the Barclays Premier League for the same season. However, from 2000 to 2002, Newcastle United and Aston Villa were both sponsored by NTL, the first actual occurrence of two Premier League clubs having the same shirt sponsor.The third such occurrence took place in the 2010–11 season when FxPro were the principal shirt sponsor for Aston Villa and Fulham.
188BET also partner other Premier League teams Aston Villa, Chelsea, Liverpool and Everton.