The vast majority of football sponsors aren't "bigger brands"
Unless you're a team that will be regularly winning titles and playing in Europe then it's very very seldom that a well established company will sponsor you. They don't need the kind of exposure that comes with sponsoring a team in the bottom half of the premier league. They already get that, there's no benefit to them splashing 8 million quid or whatever on putting their logo on our shirts. The additional exposure is absolutely minimal for them.
Any big companies that sponsor football teams do it as a partnership, rather than for exposure. It's so people will then associate their brand with that football team. And as harsh as it is to say it, we aren't the most attractive club to be associated with in that manner. Big companies want to be associated with winning trophies and playing in the CHampions League.
The kind of companies that sponsor teams like us are usually startup (ish) companies or companies trying to break into the UK market who need to get their name out there so their brand gets more recognisable. That's why a hell of a lot of time our sponsor is someone we've never heard of. How many of us had ever heard of DWS, 32Red.com, FXPro or Genting before they sponsored us? I'd wager not many.
This carries over into the long term association point. Again, the kind of companies that sponsor us are looking for short term exposure. We're not the kind of club you form a long term partnership with as I mentioned above. Again, those kind of clubs are the kind that will be in Europe every year and challenging for trophies. How many teams in the Premier League have had their sponsor for more than a couple of seasons at most? Not many, and the ones that do are the top 6 or 7 clubs.
As for the local connection, yeah that would be nice. But would they pay as much as our current sponsor? Probably not. And I'm not sure we're currently in a position where we can turn our nose up at an extra 50% sponsorship every year for the matter of having a local company on our shirts instead of one no-body's heard of.
As for your last point? Wake up and smell the coffee, bro. Every company screws people out of money. That's business. And Dafabet are no worse at it than 32Red, Genting, FXPro, or any other betting company we've had as our official betting partner over the past however many years.
Banks, insurance groups, beers, gambling sites, loan companies etc. They all sponsor football teams and they all screw customers out of money. Ours is no worse than anyone else's.