Premier League Clubs to Lose £126M Post Gambling Shirt Sponsor Ban

According to recent data from an OLBG research on UK casino platforms, close to 58% of Premier League clubs are expected to suffer combined losses of £126.6 million ($168 million) as a result of the upcoming removal of front-of-shirt gambling and casino brand sponsorships starting with the 2026-27 season. 

The clubs will need to figure out how to replace that revenue by the start of the respective season.

11 Out of 19 Clubs, Affected

The outlaw of front-of-shirt gambling sponsorships, which the clubs agreed upon as a result of a deal with the UK government, may strip 11 out of a possible 19 clubs of the money they are currently receiving from a number of casino or gambling brands. 

At the moment, Chelsea is the only Premier League club that does not feature a front-of-shirt sponsor. However, the new regulations about to come into effect might bring some changes for the club in the near future.

Together, the still valid front-of-shirt agreements will generate roughly £428.1 million ($570.2 million) for the 11 clubs in the current season. 

Of that amount, close to 30% will originate in gambling brands and casino sites.

In-Person Advertising for 6.7M Fans 

Using data from its Gambling Study in 2023, which revealed the average gambler spends £27.98 ($37.26) a week while 86% of football fans make small bets “occasionally,” OLBG estimated the advertising value of front-of-shirt sponsorship via in-person advertising.

The estimates are entirely based on physical match attendance and do not take into account the influence on home viewership which, without a doubt, add many more millions to these sponsorships.

The 11 clubs that are currently sponsored by casino or gambling brands have gathered more than 6.7 million fans to their home games in the 2023/24 season. 

Betway showed the highest earning potential, with their West Ham sponsorship valued at roughly £63.8 million ($84.9 million).

At the start of September, Betway became Chelsea’s official European betting partner, with the club agreeing to feature it across the LED advertising board surrounding the pitch during all home games. 

The End of an Era in the Premier League

As projected by Sheffield Hallam University’s head of department for Finance, Accounting and Business, Dr. Rob Wilson, who also specializes in the business of sport, the eradication of front-of-short gambling sponsorships might be translated to the end of an era in the Premier League.

Dr. Wilson added the clubs’ commercial teams will need to use a lot more elbow grease to try to replace the lost revenue. 

While well-established clubs are expected to find replacements with more ease, the rest will be faced with the hardships of getting back on the sponsorship market that has gone through a “relative slowdown post COVID.”

“Don’t be surprised to see more teams without a front-of-shirt sponsor for 25/26 seasons,” he added.

Finance, Tech, Events & Entertainment, and Travel & Tourism Sponsors

According to the same study, around 15% of the clubs will also rely on Finance brands for their sponsorship needs this current season. 

Technology and Events and Entertainment are also part of the list, but to a smaller extent, along with Travel and Tourism brands that make up a little over 10%. 

Iconic singer, songwriter, record producer, actor, and lifelong Ipswich FC fan Ed Sheeran is also sponsoring the club after acquiring a minority 1.4% stake in the club in August.