Premier League clubs brace for revenue hit under new gambling sponsorship restrictions
Clubs are counting the cost as the English Premier League’s voluntary ban on front‑of‑shirt gambling sponsorships approaches.
UK.- After years of talk, the English Premier League’s voluntary ban on front‑of‑shirt gambling sponsorships will come into effect shortly for the 2026/27 season. At the same time, it looks like the UK government may impose a mandatory ban on sponsorship deals with operators not licensed by the Gambling Commission.
While the imminent voluntary measure will still allow other logo placements, including on the sleeves of jerseys, it’s inevitable that the move will impact on the finances of some clubs considering that 11 out of 20 Premier League clubs still have front-of-shirt gambling sponsors in the current season. Some are bracing for steep revenue losses.
Reports suggest that nine clubs have yet to secure new shirt sponsors for the upcoming season, highlighting the scale of disruption to one of football’s most valuable commercial assets. Betting companies, particularly those targeting Asian audiences often without Gambling Commission licences, have historically paid premium rates for the global exposure Premier League shirts provide.
The Guardian has cited executives as revealing that “nearly everyone” outside the top six clubs will lose money, with mid‑tier sponsorship offers from non-gambling businesses around 50 per cent lower, taking deals from £8-£12m closer to £4-£6m per season. The collective shortfall could reach £80m league‑wide.
Sean Connell, editor of The Sponsor, has estimated that clubs could lose around 38 per cent of shirt sponsorship value when replacing gambling brands. One club executive reportedly admitted that the strongest non‑gambling offer received was less than half the value of the club’s current deal.
Some clubs have already announced new arrangements at reduced rates. Bournemouth confirmed that Vitality, its stadium sponsor, will take over shirt sponsorship, while Brentford is close to finalising a deal with Indeed, its training kit partner. These agreements are reportedly worth £4-£5m annually, well below previous gambling‑backed contracts.
There are signs that financial services companies are the most likely candidates to fill part of the gap. Everton and Fulham are reportedly negotiating with CMC Markets on deals worth up to £50m over three years. Other clubs already benefit from long‑standing financial sector partnerships, such as Brighton with American Express, Tottenham with AIA, and Liverpool with Standard Chartered.
The big six clubs are more insulated from the impact as it’s smaller clubs that have tended to lean heavily on gambling contracts. Arsenal, Liverpool, Manchester City and Manchester United continue to enjoy sponsorships worth £50-£60m a year, while Tottenham’s £40m deal with AIA remains intact. Chelsea, however, has struggled to secure long‑term shirt sponsors, relying on short‑term agreements, including its current deal with IFS.
Announced back in 2023 during the previous UK government’s Gambling Act review, the Premier League’s decision to voluntarily impose a ban on front-of-shirt gambling sponsorship was intended to ease the public pressure for a full ban, allowing clubs to continue to benefit from at least some more modest arrangements with the gambling sector, while also leaving the more gambling-dependent English Football League (EFL) unaffected.
However, the potential introduction of a ban on deals with gambling operators that lack a British licence could end up causing more widespread financial challenges in British football.
For now, clubs continue to experimente with other revenue streams linked to the gambling sector. Everton and West Ham have shifted gambling partners to sleeve sponsorships, while Newcastle has signed a pitchside advertising deal with 8Xbet. There are also suggestions that gambling operators displaced from the EFL, where Sky Bet’s title sponsorship agreement runs until 2029 following its renewal in 2023.
