Premier League Clubs Adapt to Gambling Sponsorship Ban

As the Premier League prepares to implement its ban on front-of-shirt gambling sponsorships, clubs are increasingly exploring alternative avenues such as sleeve sponsorships, training kits, and other commercial opportunities to sustain their betting partnerships.

Everton FC has recently renewed its collaboration with the offshore gambling operator Stake, shifting the brand’s logo from the front of the jersey to the sleeve in light of the new regulations set to take effect in the 2026-2027 season.

This transition underscores the clubs' efforts to comply with the new rules while still maintaining their gambling affiliations. Sponsorships on sleeves, training kits, regional betting agreements, and stadium advertisements remain permissible under the Premier League’s guidelines.

The agreement with Stake has been restructured to allow the logo's placement on the sleeves, which is still allowed under the new regulations. Additionally, Stake will maintain its branding at Hill Dickinson Stadium, during Everton Women’s matches at Goodison Park, and at the club’s training facilities.

Andrew Middleton, Everton’s President of Business Operations, emphasized that Stake is a partner that comprehends the club’s ethos, its supporters, and Everton's global presence. The partnership, which began in 2022, was previously valued at approximately £10 million annually.

In a related development, U.K. financial services firm CMC Markets is set to become the new front-of-shirt sponsor, with the deal reportedly worth around £30 million. This agreement aligns with the Premier League's new sponsorship regulations, although it has raised eyebrows due to CMC Markets' offerings in financial spread betting.

Despite being regulated by the U.K. Financial Conduct Authority (FCA), the association with gambling products highlights how betting brands can still maintain visibility in the Premier League under the revised sponsorship framework.

Stake’s ongoing partnership with Everton may face increased scrutiny since the operator lacks a U.K. license. The U.K. Gambling Commission has previously expressed concerns regarding Stake’s presence in the U.K. market, especially after it exited the regulated sector in March 2025, following its former partner TGP Europe’s license surrender.

Moreover, a U.K. government consultation is currently assessing whether clubs should be barred from forming commercial partnerships with unlicensed gambling operators in Great Britain.

Concerns in the industry have intensified, particularly after Entain, the owner of Ladbrokes and Coral, identified over 30 unregulated gambling sites targeting U.K. consumers through football sponsorships and social media, specifically naming Stake.

While the Premier League’s sponsorship restrictions apply solely to top-flight clubs, Championship teams are still permitted to feature gambling operators on their jerseys. For instance, West Ham United, which was relegated from the EPL, confirmed that BOYLE Sports will continue to appear on its jersey for the 2026-2027 season. The previous deal with BOYLE was valued at around £12 million last season, but it remains uncertain if there is a relegation clause affecting its value in the Championship.

Additionally, Tottenham Hotspur has announced a new gambling partnership with Betano, which will serve as its training wear sponsor for the 2026-2027 season, replacing BetMGM.

Earlier this year, Newcastle United unveiled a partnership with 8Xbet, which includes digital branding and matchday LED advertising at St. James’ Park. This partnership exemplifies how clubs are continuing to provide commercial exposure for betting brands beyond front-of-shirt sponsorships.

Manchester United is also reportedly in discussions with a gambling operator regarding potential sponsorship opportunities.