Premier League clubs rush to find new shirt sponsors as gambling logos set to be banned

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More than half of Premier League clubs are racing to secure new front‑of‑shirt sponsors as gambling logos will be banned from matchday shirts starting in the 2026/27 season, putting millions of pounds in sponsorship revenue at stake.


Clubs in the English Premier League are scrambling to secure new commercial partners for the front of their matchday shirts ahead of a voluntary ban on gambling company logos that takes effect from the 2026/27 season. Currently, 11 of the league’s 20 teams still carry gambling brands on the front of their kits — a lucrative source of sponsorship income that will soon disappear.


This season, sponsorship deals with gambling firms — including brands like Betano, NET88, Stake.com and BoyleSports — account for a significant portion of shirt revenue, with analysts estimating the combined value of such deals at around £126 million+ annually across the affected clubs. GlobalData reported that gambling sponsorships in the Premier League brought in approximately $135 million (around £101 million) in the 2024‑25 season, making betting brands one of the most financially important sponsor categories.


Under the new agreement reached by the league and its clubs, gambling logos will be removed from the front of shirts starting next season, although sleeve and in‑stadium sponsorship by these companies will remain permitted for now.


Commercial executives warn that the transition will pose a major financial challenge, especially for smaller clubs that have relied on gambling partnerships for significant revenue — often worth much more than alternative sponsors are currently willing to pay and representing a notable portion of their commercial income.


Current Gambling Sponsorship Deals (2025/26):


  1. Aston Villa — Betano: ~£20 m
  2. Everton — Stake.com: ~£18 m
  3. Crystal Palace — NET88: ~£10 m
  4. Wolverhampton Wanderers — DEBET: ~£10 m
  5. Fulham — SBOTOP: ~£10 m
  6. Bournemouth — BJ88: ~£7.5 m
  7. Brentford — Hollywoodbets: ~£6 m


Visual overview: The chart below shows current front‑of‑shirt sponsors for all Premier League clubs and the approximate annual value of their deals.


For comparison, non-gambling sponsors of top Premier League clubs bring in significantly higher revenues:


  1. Manchester United — Snapdragon: ~£60 m/year
  2. Manchester City — Etihad Airways: ~£60 m/year
  3. Liverpool — Standard Chartered: ~£50 m/year
  4. Arsenal — Emirates: ~£40 m/year
  5. Tottenham — AIA: ~£50 m/year


As clubs brace for these changes, many are turning their attention to non‑gambling partners from sectors such as aviation, financial services, technology and consumer brands, which are seen as more sustainable long‑term partners and capable of filling some of the commercial gap left by betting firms.


The decision reflects the Premier League’s proactive stance amid wider government and regulatory scrutiny of gambling advertising in sport, with the league positioning itself as the first UK top tier to institute such a measure.


In Italy, gambling and betting companies were banned from sponsoring football clubs under the 2018 Decreto Dignità. This prohibition led to a loss of around €100 million in annual revenue for Serie A clubs and limited opportunities for investment in stadiums, youth development, and social projects.


However, in March 2025, the Italian Senate approved reforms allowing licensed gambling operators to return as sponsors. Clubs can now secure deals with betting companies while remaining subject to regulatory oversight and commitments to invest a portion of revenues in combating gambling addiction. The reform also includes measures to modernize stadium infrastructure and renegotiate audiovisual rights, aiming to strengthen clubs’ finances and international competitiveness.


This move contrasts with the UK Premier League, where gambling logos will be banned from the front of matchday shirts starting from the 2026/27 season, highlighting different regulatory approaches to balancing commercial revenue with social responsibility in European football.