In April 2023, Premier League clubs unanimously voted for a ban on front-of-shirt sponsorships brandishing gambling companies.
The ban comes into effect at the start of the 2026/27 season, meaning this upcoming season will be the last for Premier League clubs to cash-in on the sponsorship revenue from gambling companies. Teams like West Ham United and Nottingham Forest are recent examples of clubs signing one-year deals with gambling firms to maximise revenues.
Gambling companies have had a long tenured history with football, intrinsically linked by sports betting and have historically been one of the highest paying sectors for sponsorship deals.
Now, with 11 Premier League clubs heading into the season with a gambling front-of-shirt sponsor, executives will have to restrategise their approach to sponsorship in order to maintain revenues for years to come, especially in a tightening financial landscape.
Insider Sport spoke to five industry experts from BOYLE Sports, Football Media, Sport Quake and PHA Group to gauge their opinions on the upcoming gambling front-of-shirt ban and what clubs need to have in order to protect their future sponsorship revenues.
Do you anticipate there to be a sizeable loss in revenue due to the removal of gambling front-of-shirt sponsorships for Premier League teams – particularly lower league teams – and how could they recover from this?
Dean Akinjobi – CEO of Football Media – said:
Yes, I do anticipate a significant loss in revenue resulting from the removal of gambling front-of-shirt sponsorships across Premier League clubs. Based on current deals, the collective value of these sponsorships exceeds £140m per season.
For the 2023/24 season alone, eight Premier League clubs had gambling companies as their front-of-shirt sponsors, accounting for a substantial portion of their commercial income. Losing this revenue will create a financial shortfall that clubs must urgently address to continue operating at a competitive level, while remaining compliant with Financial Fair Play regulations.
‘For lower league teams – Gambling partnerships are a commercial lifeline’
The impact will be even more pronounced when the ban extends to clubs across the English Football League (EFL). Lower league teams are far more reliant on betting sponsorships due to significantly lower broadcast revenues and limited global exposure. For many of these clubs, gambling partnerships provide a commercial lifeline. Without that income, they may face budget cuts across essential areas, from player recruitment to infrastructure development, which could threaten long-term sustainability.
Gambling brands have historically offered front-of-shirt sponsorship fees that far outstrip those from other sectors. Replacing that level of investment is not straightforward, especially when many alternative sectors are more cautious in their sponsorship spending.
Ultimately, bridging the £140m gap won’t be easy, but clubs that use this moment as an opportunity to innovate their commercial strategy will be in the strongest position to thrive in a post-gambling era.
Have BOYLE Sports forecasted the impact the ban may bring to your sponsorship portfolio in terms of visibility?
A BOYLE Sports spokesperson said:
We support Premier League clubs’ self-imposed ban on front-of-shirt gambling sponsorship from the 2026/27 season.
Any agreement we enter into is not merely about a branded sponsorship but an all-encompassing partnership, designed to offer fans something beyond a logo on a shirt. We see this new framework as an opportunity to innovate and deepen our engagement in more meaningful ways.
Our partnership with West Ham United, for example, has always been about more than just logo placement – it’s a long-term relationship built on shared ambition, community values, and fan connection. We’re already exploring how to evolve our presence within the stadium, across digital platforms and through direct fan engagement.
Ultimately, visibility is important, but relevance and authenticity will carry more weight in the next era of football sponsorship, and we’re committed to staying ahead of that shift.
For teams that regularly relied on gambling sponsorships for revenue, how should they re-strategise their approach for finding a front-of-shirt sponsor that matches their club identity?
Jack Wilmot – Partnerships Insights Director at SportQuake – said:
With the front-of-shirt betting ban on the horizon, it’s a pivotal time for Premier League clubs. We expect at least 10 clubs to be in the market for a new front-of-shirt partner – which brings challenges… but also a real opportunity.
These clubs will be fishing in the same ponds for similar brands, as the non-betting market is not as buoyant. This means attractive pricing and creative partnership packages will play a huge role in dictating a club’s strategy, and a shift towards being a buyers’ market. Clubs will need to find the right balance between maximising revenue and creating a value proposition that catches the eye of non-betting brands, who have historically spent less on front-of-shirt assets.
Non-betting brands are increasingly becoming more scientific, and ROI-led in how they approach sponsorship; so, clubs will need to double down on tangible value, such as media value and digital exposure. With the front-of-shirt market being as competitive as it is, the clubs that can be smart with their inventory and prove to brands how they can deliver better ROI than their peers will do well.
‘Clubs need a balance of maximising revenue and value proposition’
Premier League front-of-shirt sponsorship remains one of the most powerful marketing platforms globally. Betting brands have long capitalised on that visibility, but it’s still incredibly attractive to categories like financial services and fintech, especially when clubs can show how they engage audiences beyond matchday.
What is exciting is that non-betting brands have the potential to go deeper and activate in a more creative way from a regulatory standpoint. Clubs want and need brands that engage with their fanbases and create meaningful connections. Robust audience insight, strong digital targeting, and performance-focused campaigns will help unlock longer-term partnerships.
Brands are treating sponsorship like a full-funnel marketing tool and clubs will need to re-strategise to create strategies that help brands achieve this and keep sponsorship commercially viable.
George Isherwood – Global Partnerships Director at SportQuake – said:
Betting brands will continue to play a key role in football sponsorship portfolios, even with the front-of-shirt ban coming into effect. We’re already seeing upward pressure on pricing for high-visibility assets – particularly in the Premier League – as brands shift focus to sleeves, training wear, LED, and digital content to maintain matchday visibility and social presence.
However, logo visibility alone is no longer enough. To make an impact, betting brands need to go further – engaging communities and audiences in more creative ways. One route we’re seeing grow is cross-sport collaboration.
For example, Stake paired their Everton partnership with UFC fighter Gilbert Burns, and Red Bull recently ran a crossover between F1 and Leeds United (not betting, but the concept applies nonetheless). These campaigns take more time and planning, but they deliver a larger cultural impact.
‘Betting remains vital – but the emphasis is moving’
As for clubs, the shift from visibility to engagement is key. Rights holders need to think beyond eyeballs and start offering sponsorship packages that drive true fan interaction – especially for the global audience that will never attend a match in person.
Data, digital platforms, and tailored content are crucial. Clubs should be offering metrics-led proposals that show how their audience converts – especially for betting and fintech brands that prioritise measurable outcomes, such as first-time deposits (FTDs).
In short, betting will remain a vital category – but the emphasis is moving. Clubs that can demonstrate ROI through smart inventory use, authentic activation opportunities, and strong global fan engagement will be best positioned to thrive in this next phase.
Which industry/brands are best poised to take advantage of the front-of-shirt sponsorship hole that will be left by the gambling sector, and how will this help maximise their opportunities?
Daniel Apostolos – Senior Account Director at The PHA Group – said:
All eyes will be on the new Premier League season. New signings, fresh kits, and new stadiums will dominate headlines, but the 2025/26 season will also mark a turning point off the pitch.
Since the ban was confirmed in April 2023, there’s been a rush of deals from both rights holders and gambling brands to capitalise on remaining opportunities. But with the clock ticking, the real question is what comes next? Which sectors are best positioned to fill the commercial void?
From a nostalgic perspective, Chelsea’s lack of a main sponsor in recent seasons has offered a throwback to the sponsor-less kits of the ’80s and early ’90s, but nostalgia is not enough. The front-of-shirt space remains one of the most valuable assets in football sponsorship, ranging from Brentford’s £3m-a-year deal with Hollywood Bets, to Manchester City’s £67.5m partnership with Etihad Airways.
Let’s be clear, gambling brands won’t disappear completely. Their presence will continue via sleeve sponsorships and in-stadium advertising, channels unaffected by the ban and increasingly lucrative in their own right.
Still, the impact is significant. According to The Sponsor, the average value of front-of-shirt deals could drop by as much as 38% due to the ban. While clubs competing in European competitions (nine this season in the Premier League) may absorb the blow more easily, mid-table and lower-tier clubs, who are reliant on commercial revenue, will undoubtedly feel it most.
‘Telecommunications, fintech and crypto may fill the void’
So, where will the industry go next? While it’s too early to say what sectors will dominate, a few contenders stand out. Telecommunications brand, the face of the Premier League era in the early 00’s through deals like O2 with Arsenal or Vodafone with Manchester United, may return to the fold.
Financial services, crypto, and blockchain companies have already made huge strides last season, 14 of 20 clubs had some form of crypto sponsorship. Travel, tourism, and hospitality brands, which had five sleeve partnerships last year, could also accelerate plans to become a dominant force.
Elsewhere, don’t overlook sectors like automotive, engineering, and energy, either. These industries bring global exposure, long-term vision, and sustainability efforts, something that is very appealing to clubs.
For now, agility is key. We’re seeing clubs pursue shorter-term sleeve deals as a strategic move, offering flexibility and speed to market. Expect more of the same on the front of shirts. The sponsorship landscape is evolving, and clubs must evolve with it if they’re to realise the full commercial value in the post-gambling era.
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