The Premier League will introduce a restriction on front-of-shirt gambling sponsorships at the start of the 2026/27 season.
This could have huge consequences for the clubs’ future revenues. They have only one more full season to earn from front-of-shirt gambling sponsorships before the restriction takes effect.
The decision came in the middle of vocal lobbying about the close and well-built relationship of football with gambling. This gained attention in April 2023 with the release of the UK Gambling White Paper. It aimed to address these concerns.
The Premier League introduced its own regulations on gambling sponsorship. The front-of-shirt ban aimed to prevent government intervention. Nevertheless, the Premier League will still allow betting companies to sponsor shirt sleeves.
This restriction will significantly impact Premier League clubs’ future revenue. Many current teams rely on front-of-shirt gambling sponsorships.
The Guardian, citing previous research from Investigate Europe, revealed that 11 Premier League clubs have a front-of-shirt gambling sponsor. This is more than any other European top five league; La Liga, Bundesliga, Serie A, and Ligue 1.
This shows English clubs’ heavy reliance on betting and gambling for extra revenue. Meanwhile, Spain’s La Liga and Italy’s Serie A have fully banned gambling sponsorships and marketing.
Gambling companies often payout larger sums of money to football clubs than other companies from different industries. It has been found by a research that £104 million was spent on front-of-shirt sponsorships this season.
This revenue source is crucial for smaller Premier League clubs. Deals such as Southampton’s with Rollbit and Bournemouth’s with BJ88 are vital for financial competitiveness. They also help clubs comply with the Premier League’s Profit and Sustainability Rules (PSR).
