The English Premier League has officially begun its season, marking a significant shift as teams can no longer feature gambling sponsors prominently on their shirts. This voluntary ban is projected to impact sponsorship revenues by around £80 million ($109 million) annually.
Replacing these gambling sponsorships has proven challenging, particularly for clubs outside the top tier, as new sponsors tend to offer significantly lower rates. Gambling operators had previously invested heavily to reach a global audience, especially in Asian markets, making it difficult for less prominent clubs to secure similar financial backing.
The changes are evident in the new sponsors adorning club shirts, which now include an insurer, a job recruitment platform, a data management company, and even a national tourism board.
Teams were given a three-season period to transition from their existing contracts to new sponsorships. Many clubs delayed announcements until the last minute, which may have strengthened their negotiating position with potential sponsors.
According to Sean Connell, editor of The Sponsor, clubs that have lost gambling sponsorships could see a staggering average decrease of 38% in front-of-shirt revenue. Reports indicate that some clubs received offers that were less than half the value of their previous gambling deals, with offers for teams outside the top six dropping from the typical £8 million to £12 million range.
Despite these challenges, the overall league values remain relatively stable at the top, with the most significant losses concentrated among clubs struggling on the pitch, such as Chelsea and Tottenham.
In terms of new sponsorships, financial services have emerged as the leading sector to fill the void left by gambling companies. For instance, Everton has replaced its previous sponsor, the crypto casino Stake, with CMC Markets, a financial trading firm, reportedly matching the £10 million per year that the club was earning before.
Nottingham Forest has also made a switch, replacing Bally’s with Marex, a financial services platform. Technology companies are also stepping in, with Fulham partnering with ClickHouse, a data infrastructure firm, and Crystal Palace opting for Temporal, a software company.
Other clubs are finding creative solutions as well. Brentford has chosen Indeed, a recruitment platform, while Bournemouth has promoted its long-time stadium sponsor, Vitality, to the front of its shirt, albeit at a reduced rate of £4-£5 million.
However, not all clubs are experiencing a decline. Aston Villa has secured a deal with Visit Rwanda worth approximately £20 million per year, matching the previous amount paid by Betano.
Interestingly, while clubs have removed betting logos from the front of their shirts, they are not entirely free of gambling branding. The voluntary ban only applies to front-of-shirt sponsorships, allowing betting companies to maintain visibility through sleeve sponsorships. For example, Aston Villa has retained Betano as its sleeve sponsor in a deal valued at around £6 million.