Premier League clubs face 60% sponsorship loss from gambling front-of-shirt partnership ban

Premier League clubs are set to lose up to 60% of their shirt sponsorship income when the voluntary ban on gambling sponsors takes effect at the start of the 2026–27 season, according to industry experts.

Currently, 11 top-flight clubs have gambling companies as their main shirt sponsors, as per trade publication The Sponsor. Their Premier League Fair Market Sponsorship Values report suggests the ban could cost some clubs a big part of their existing sponsorship revenue.

“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.

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

The report also highlighted that Liverpool remains the league’s most valuable sponsorship asset. Meanwhile, Newcastle United and Nottingham Forest have seen their sponsorship values rise thanks to European competition qualification. Conversely, West Ham United’s stagnating performances on the pitch have negatively impacted their commercial appeal.

As gambling money disappears, clubs may look to crypto, tech, and trading firms to fill the gap, reports City AM. Crypto spending in sport has jumped 20% in the past year to over £400 million.

Still, the report warned that several current deals—such as Manchester City (Etihad), Manchester United (Snapdragon), Arsenal (Emirates), and Bournemouth (BJ88)—are overvalued compared to fair market levels. This compares the expectation of sponsorship where no associated party relationship exists.

“United’s global fanbase and commercial legacy remain incredibly strong, and its front-of-shirt sponsorship value is still greater than those of Chelsea, Arsenal and Tottenham at £51.1m (US$69m),” said Connell. “However, the gap between potential and performance is widening, and sponsors are taking note.”

Four clubs, including Bournemouth, were recently warned over their gambling deals. The Premier League’s voluntary ban follows growing concern over the sport’s ties to betting, outlined in the UK government's Gambling White Paper.

Critics have pointed out that clubs relegated to the Championship could still be playing in a league sponsored by a gambling firm, undermining the ban's purpose.