Premier League clubs prepare for financial impact as new gambling sponsorship rules take effect

(AsiaGameHub) –   As the English Premier League’s voluntary ban on front-of-shirt gambling sponsorships draws near, clubs are already counting up the financial costs they face.

UK.- After years of discussion, the English Premier League’s voluntary ban on front-of-shirt gambling sponsorships will come into force soon for the 2026/27 season. At the same time, the UK government appears likely to introduce a mandatory ban on sponsorship deals with operators that do not hold a licence from the Gambling Commission.

While the upcoming voluntary rule still allows other logo placements, including on the sleeves of jerseys, the change will inevitably hit the finances of some clubs. This is because 11 out of 20 Premier League clubs still have front-of-shirt gambling sponsors in the current season, and many are already bracing for sharp revenue drops.

Reports indicate that nine clubs have still not secured new shirt sponsors for the upcoming season, highlighting the scale of disruption to one of football’s most valuable commercial assets. Historically, betting companies — especially those targeting Asian audiences that often lack Gambling Commission licences — have paid premium prices for the global exposure that Premier League shirts offer.

The Guardian has cited executives revealing that “nearly everyone” outside the top six clubs will lose money, with mid-tier sponsorship offers from non-gambling businesses sitting around 50 per cent lower than existing deals. This pulls annual contract values from the previous £8-£12m range closer to £4-£6m, and the collective shortfall across the entire league could reach £80m.

Sean Connell, editor of The Sponsor, estimates that clubs could lose around 38 per cent of their total shirt sponsorship value when replacing gambling brands. One club executive has reportedly admitted that the strongest non-gambling offer the club received was less than half the value of its current deal.

Some clubs have already announced new arrangements at reduced rates. Bournemouth has confirmed that Vitality, its existing stadium sponsor, will take over shirt sponsorship duties, while Brentford is close to finalizing a deal with Indeed, its current training kit partner. These new agreements are reportedly worth £4-£5m per year, well below the value of previous gambling-backed contracts.

Signs point to financial services companies being the most likely candidates to fill part of the gap left by gambling brands. Everton and Fulham are reportedly in negotiations with CMC Markets for deals worth up to £50m over three years. Other clubs already have long-standing financial sector partnerships in place, 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 smaller clubs have typically leaned heavily on gambling sponsorship contracts. Arsenal, Liverpool, Manchester City and Manchester United continue to earn £50-£60m a year from their sponsorships, while Tottenham’s £40m deal with AIA remains fully in place. Chelsea, however, has struggled to secure long-term shirt sponsors, relying on short-term agreements including its current deal with IFS.

First announced back in 2023 during the previous UK government’s Gambling Act review, the Premier League’s choice to voluntarily implement a front-of-shirt gambling sponsorship ban was meant to ease public pressure for a full nationwide ban. This allows clubs to still benefit from more modest arrangements with the gambling sector, while 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 across British football.

For now, clubs continue to explore other revenue streams linked to the gambling sector. Everton and West Ham have shifted gambling partners to sleeve sponsorship positions, while Newcastle has signed a pitchside advertising deal with 8Xbet. There are also suggestions that gambling operators could be displaced from the EFL, where Sky Bet’s title sponsorship agreement runs until 2029 following its renewal in 2023.