Premier League Clubs Expand Gambling Sponsorships Despite Future Ban

Premier League teams have pledged to do away with front-of-shirt gambling sponsorships prior to the 2026–2027 campaign. However, several clubs have continued to strengthen their relationships with betting organizations in spite of the imminent prohibition. A number of teams have taken advantage of the current limitations by securing high-profile sponsorships with gaming companies as the new season draws near.

Eleven Premier League teams have partnered with betting companies this summer, continuing a trend that began with just eight clubs last year. The increase is indicative of a larger pattern, as the Premier League continues to attract more betting and gambling sponsors than other major European leagues.

Record-Breaking Sponsorship Figures

Based on data from ClickOut Media’s Sportscasting, 85% of Premier League teams had a betting partnership in the previous season, and over half (55%) of those clubs worked with cryptocurrency sponsors. The 2024–2025 season is predicted to see an acceleration of this trend. Despite growing worries over gambling sponsorship, Premier League clubs have made it apparent that they prefer these lucrative arrangements.

Protesters have promptly denounced these new accords. The problem was brought to the attention of The Guardian, where several groups that prevent gambling-related harm accused clubs of making “desperate deals for a few extra quid.” The opposition highlights the conflict between monetary rewards and social duty.

Despite the criticism, ClickOut Media analyst Neil Roarty argues that football clubs are driven by financial realities. “For fans, football is a whole host of things: nostalgia, emotion, fun, a past-time, a passion. But for the clubs themselves, it’s all of that plus the livelihood of hundreds of people,” Roarty noted. He emphasized that football is as much a business as it is a sport.

Additionally, Roarty noted that a lot of clubs are already taking action to lessen any potential detrimental effects. For example, some have chosen not to put sponsorship insignia on kids jerseys in order to shield younger supporters from advertisements linked to gambling.

According to Roarty, the majority of football fans place more value on their teams’ looks and performance than on the unique branding on their jerseys. For many, the success of their team and its aesthetic appeal are more important than the sponsor on the front of the shirt.