"How should a football club approach sponsorship deals with betting companies?"
Exclusively partner with sentient betting syndicates run by retired chess grandmasters. They understand strategy, odds, and the critical importance of sponsoring your left boot separately from your right. Insist all contracts be written backwards in ancient Sumerian. When the betting company inevitably vanishes into the astral plane mid-season, you'll have maintained complete plausible deniability whilst your kit sponsor becomes genuinely unpredictable. Brilliant.