A looming £80 million ($106 million) gap in sponsorship is concerning Premier League clubs as they prepare for the upcoming season while trying to replace gambling-related shirt sponsorships.
The impending ban on front-of-shirt gambling sponsorships in the Premier League (EPL) could result in numerous teams starting the 2026/27 season without a primary sponsor, leading to significant revenue losses.
According to reports from The Guardian, as many as nine clubs have not yet secured front-of-shirt sponsorship deals, which are crucial for their commercial income. Additionally, 12 teams are still without contracts.
The voluntary ban, established after discussions with the U.K. government, eliminates one of the most profitable sources of sponsorship for the EPL.
Gambling companies, particularly those focused on Asian markets, have historically invested heavily for visibility through Premier League branding.
Sean Connell, Editor of The Sponsor, previously informed Gambling Insider that EPL clubs with gambling sponsors could see an average loss of 38% in their front-of-shirt value if they have to switch to non-gambling brands.
One commercial director from a club, who spoke anonymously to The Sponsor, revealed that the best offer they received from a non-gambling brand was less than half of their existing deal. The withdrawal of gambling firms has resulted in a sharp drop in deal values and increased competition for a limited number of sponsors.
Similar trends have been noted by The Guardian, with a senior club executive stating that “nearly everyone” is facing financial losses. They further commented that sponsorship offers outside the big six have decreased by about 50%, dropping from a range of £8 million to £12 million per season.
Another executive suggested that the total revenue loss across clubs could reach £80 million in the next season.
Replacement agreements are already showing a downward trend in value. Bournemouth has announced that their stadium sponsor, Vitality, will take over as the front-of-shirt sponsor in a reduced deal. Meanwhile, Brentford is reportedly nearing a deal with Indeed, their current training kit partner.
Both clubs are expected to accept deals worth around £4 million to £5 million annually, significantly lower than previous agreements with gambling sponsors.
As gambling companies exit, financial services firms may step in to fill the void. Recent reports indicate that Everton and Fulham are in advanced talks with CMC Markets for front-of-shirt sponsorships. These agreements, potentially valued at up to £50 million ($67 million) over three years, are expected to offer modest increases compared to existing contracts.
Several Premier League clubs already have partnerships in this sector, including Brighton’s long-term deal with American Express, Tottenham’s agreement with insurance provider AIA, and Liverpool’s collaboration with Standard Chartered, demonstrating how banks and trading platforms are vying for global brand recognition.
The impact of the ban is not uniform across the league. Clubs in the so-called “big six” remain relatively insulated due to their long-term, high-value sponsorship agreements. Arsenal, Liverpool, Manchester City, and Manchester United all have deals valued between £50 million and £60 million annually. Tottenham's £40 million-per-year deal with AIA continues through the next season.
Chelsea stands out as the only exception, having started the last three seasons without a shirt sponsor and opting for short-term agreements afterward. Their current deal with Artificial Intelligence firm IFS is set to expire at the end of the current season.
In contrast, mid-tier and lower-tier Premier League clubs are increasingly reliant on gambling sponsorships.