On sports advertising, crypto firms are doubling down. This is with the Premier League coming out as their latest playing field. Digital asset companies are jumping at the chance to showcase their names and logos as soccer’s top tier phases out gambling sponsorships.
According to data from SportsQuake published by Bloomberg, the crypto industry’s push into Premier League sponsorship has hit record highs. In the 2024/2025 season, firms spent £129.7 million (or $170 million) as they gradually phased out gambling sponsorships.
This season’s spending reflects nearly a 10x increase from the £13.8 million spent four years ago. Furthermore, it has narrowly surpassed the recent peak of £125.2 million set during the 2022/2023 season.
Matt House, CEO of SportQuake noted that crypto firms were once hesitant to engage in sponsorship deals because of regulatory uncertainty. Nonetheless, with companies now more confident in navigating advertising rules, as well as understanding what is allowed, this has changed.
Premier League clubs are not taking any risks in spite of the influx of crypto cash. Teams are implementing safeguards to minimize risk. This include upfront payment demands, reputational damage clauses, as well as bank guarantee requirements.
The Premier League has faced pressure to move away from gambling sponsors. According to digital marketers Add People, this is now back 40% of teams and generate an estimated £60 million or $78.7 million in annual revenue.
Premier League clubs will voluntarily remove gambling sponsor from the front of matchday shirts beginning with 2026/2027 season. This move results from increased government scrutiny of betting regulations.
With the BBC reporting that British punters lost a staggering £14 billion or $18.3 billion in the past year alone, this shift reflects growing concerns about the impact of gambling on football fans.
Research has revealed a troubling link between gambling addiction and suicide.
