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Premier League clubs are preparing for a major drop in shirt sponsorship income as the league moves forward with a voluntary front-of-shirt gambling sponsor ban, which takes effect from the 2026–27 season. Industry estimates suggest top-tier teams could lose up to 60% of their current sponsorship revenue once gambling brands step aside.
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Gambling firms have been the biggest backers in terms of shirt sponsorship deals across the Premier League. According to The Sponsor’s recent report on Fair Market Sponsorship Values, the financial hole left behind will not be easy to fill.
Sean Connell, editor of The Sponsor, shared one example from within the league:
“One commercial director told me their highest offer from a non-gambling brand was less than half of what a gambling sponsor had put on the table.”
Connell pointed out that gambling sponsors are currently keeping the sponsorship structure afloat, and without them, many clubs will face a tough time securing similar deals. He added that the entire model could become unstable as clubs struggle to attract new brands at the same price point.
As the countdown to the ban continues, some clubs have seen shifts in commercial value. Liverpool remains the most valuable sponsorship property in the league, while Newcastle United and Nottingham Forest have benefited from European qualification. West Ham United, on the other hand, has seen value decline amid mixed on-field performance.
The shift could open the door for industries like crypto, tech, and trading to enter the sponsorship space. City AM reported that crypto-related sports sponsorship spending jumped by 20% in the past year, crossing the £400 million mark.
Still, the market faces other challenges. Some existing deals are considered inflated based on current performance. Clubs like Manchester City, Manchester United, Arsenal, and Bournemouth have front-of-shirt deals that exceed fair market values, raising questions about sustainability. Connell noted that while United still has global commercial strength, sponsors are now paying more attention to performance gaps.
The move to phase out gambling sponsors comes amid increasing concern from both regulators and the public. The UK government’s Gambling White Paper outlined concerns over the sport’s connection to betting companies. However, critics have pointed out that clubs relegated from the Premier League may still compete in the Championship, where the league sponsor is a gambling brand—potentially undercutting the intent of the ban.
A study published last September by OLBG found that around 58% of Premier League clubs anticipate major financial losses due to the upcoming front-of-shirt gambling sponsorship ban. Starting from the 2026–2027 season, clubs could collectively lose an estimated £126.6 million ($168 million). Finding alternative revenue sources before the ban takes effect remains a key concern for many teams.