PL Faces 60% Revenue Drop from Sponsorship Ban

In September 2024, research from OLBG showed nearly 58% of Premier League clubs were likely to suffer total losses of £126.6 million ($168 million) following the upcoming voluntary ban on front-of-shirt gambling sponsorships. 

Fresh analysis from experts says PL clubs are expected to lose up to 60% of their current shirt sponsorship income when the ban kicks in at the start of the 2026-27 season.

11 PL Clubs to Take the Hit 

At present, 11 top-flight teams have front-of-shirt sponsorships with gambling companies. The Sponsor’s Premier League Fair Market Sponsorship Values report has revealed that the departure of these deals could leave a major gap, especially for clubs lower down the commercial pecking order. 

While Liverpool still leads as the league’s most valuable asset in the sponsorship space, Newcastle and Nottingham Forest have seen a boost in value thanks to European qualification. 

Meanwhile, West Ham has lost ground due to underwhelming results on the pitch.

“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. That shows you the scale of the problem,” said Sean Connell, editor of The Sponsor. 

Struggling to Find New Sponsors

“The harsh reality is that gambling brands are currently propping up the Premier League sponsorship market. When those brands exit, the entire structure becomes vulnerable, as clubs struggle to find sponsors willing to match those fees.”, further commented Connel.

The competition to secure non-gambling sponsors is already fierce, and it’s expected to get tougher next season.

Some clubs have already started to look into emerging sectors like crypto and fintech to fill the void. Spending from crypto companies in sports has jumped by 20% in the past year alone, now totaling over £400 million ($541 million). 

Nottingham Forest, for example, has inked a deal with sports-focused crypto platform Kaiyun Sports. 

Similarly, Aston Villa chose crypto casino and sportsbook operator Duelbits as its official European betting partner during the 2022/23 season. 

However, this approach might not be enough to stabilize the market.

The report also points out that several clubs, including Manchester City, Manchester United, Arsenal, Newcastle, and Bournemouth, currently have front-of-shirt deals that appear inflated when compared to fair market value benchmarks.

“There’s still time to turn it around,” Connell noted, while speaking about United’s impressive global fanbase and “commercial legacy” which he called “incredibly strong”.

Connel also explained the club’s front-of-shirt sponsorship value continues to be “greater than those of Chelsea, Arsenal and Tottenham at £51.1m”. Nonetheless, he believes that the gap between potential and performance is becoming wider, and sponsors are finally opening their eyes to it. 

Adding to the controversy, some argue the ban loses meaning when relegated clubs drop into the Championship, a league still sponsored by a betting firm. Recent tweaks to the UK’s Gambling Act have added further complexity to an already complicated issue.