Premier League Shakes Up Sponsorship: Gambling Brands Still Have a Big Role
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25 September 2026
The Premier League's gambling-facing image is changing, with clubs trading sports-betting logos on their shirts for a rainbow of new sponsors. As of the 2026–2027 season, the league’s clubs have imposed a voluntary ban on front-of-shirt gambling sponsors. The move comes as part of a broader push to curtail betting's visibility in the league, but it hasn’t led to the exit of betting money from the sport.
First, the clubs face the commercial challenge of replacing a significant revenue stream. The 2024–2025 season saw £135.43M in gambling-related shirt sponsorships, according to accounting firm UHY Hacker Young. In the 2026–2027 campaign, front-of-shirt sponsorships are still worth £444M, meaning the collective missing income from gambling deals is only £91.43M.
That's still a £80M hole, and it's so far being filled with deals from new sectors. Sovereign-investment-backed firms, finance brands, and fintech companies are all chasing the space. Another interesting filter on this changing market: of the 11 clubs that had sports-betting branding on shirts for the last two campaigns, half have deals with gambling companies that are unlicensed or seeking licenses.
Several clubs are shifting to these non-gambling sponsors. This year, Everton snagged a partnership with financial-services provider CMC Markets, and Nottingham Forest partnered with hedge fund Marex. At the same time, Fintech companies were all over the league: ClickHouse took Fulham's shirt, while tech companies took over Crystal Palace's with Temporal signing on for the season.
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Betway, the sports-betting firm, is still with Manchester United, among the league's Big Six, but on training wear, not shirts. Betway has joined names like BetMGM as a betting partner for several clubs, despite the sleeve ban.
The future is uncertain. Many of these non-gambling sponsors are for a single season and a third of Premier League front-of-shirt deals expire next year. That could cause the number of betting-frontage partnerships to drop again.