An £80 million ($106 million) sponsorship gap looms as Premier League clubs struggle to replace gambling shirt deals ahead of next season.
The Premier League’s (EPL) upcoming ban on front-of-shirt gambling sponsorships could see multiple teams starting the 2026/27 season without a main sponsor and facing significant revenue declines.
According to The Guardian, as many as nine clubs have yet to secure front-of-shirt deals, one of their most important commercial revenue streams. Meanwhile, 12 teams have not signed contracts.
Gambling Exit Triggers Market Reset
The voluntary ban, agreed following consultation with the U.K. government, removes one of the most lucrative sources of EPL sponsorship.
Gambling operators, particularly those targeting Asian markets, have historically paid premium rates for global visibility through Premier League exposure.
Sean Connell, Editor of The Sponsor, has previously told Gambling Insider that EPL clubs with gambling sponsors “stand to lose, on average, 38% of their front-of-shirt value if forced to replace these deals with non-gambling brands.”
One team’s commercial director, speaking anonymously to The Sponsor, confirmed that the best offer they received from a non-gambling brand was less than half their current deal. The exit of gambling companies has led to both a sharp decline in deal values and increased competition among clubs for a smaller pool of sponsors.
The Guardian sources also indicated similar consequences. One senior club executive told the outlet that “nearly everyone” is losing money. They added,
“Outside the big six, shirt sponsorship offers have dropped by around 50% from a range of between £8m and £12m a season.”
Another executive also suggested the collective revenue hit across clubs could reach £80 million next season.
Replacement Deals Come at a Discount
Early replacement agreements indicate a clear downward trend in valuations.
Bournemouth has already announced that their stadium sponsor, Vitality, will become the front-of-shirt sponsor in a reduced deal. Meanwhile, according to The Guardian, Brentford is close to a deal with Indeed, its current training kit partner.
Both clubs are understood to have accepted deals worth approximately £4m–£5m annually—significantly below prior agreements with gambling brands.
CMC Markets Rumors Point to Financial Sector as Alternative
While gambling companies exit, another sector could potentially fill the gap: financial services firms.
Recently, reports emerged that Everton and Fulham are in advanced negotiations with the financial services firm CMC Markets for front-of-shirt sponsorship deals. Unlike most replacement deals, the agreements, reportedly worth up to £50 million ($67 million) over three years, are expected to deliver modest increases over existing contracts.
Several Premier League clubs already have partnerships in this category. Brighton’s long-term deal with American Express, Tottenham’s agreement with insurance provider AIA, and Liverpool’s partnership with Standard Chartered highlight how banks, insurers, and trading platforms can compete for global brand exposure.
Big Six Divide Widens Further
The impact of the ban is not evenly distributed.
Clubs in the so-called “big six” remain largely insulated due to long-term, high-value sponsorship agreements. Arsenal, Liverpool, Manchester City, and Manchester United all maintain deals worth £50 million –£60 million annually. Meanwhile, Tottenham’s £40 million-per-year agreement with AIA runs through next season.
Chelsea is the only outlier, having begun each of the past three seasons without a shirt sponsor and agreeing to short-term deals after. Its current deal with Artificial Intelligence firm IFS runs until the end of the current season.
By contrast, mid-table and lower-tier Premier League clubs are increasingly dependent on gambling sponsorships, some of which were signed at inflated values. According to Connell, Bournemouth’s reported £6.1 million ($8.2 million) annual agreement with BJ88 “sits 49% above fair market value.”
Workarounds and Secondary Markets Emerging
While front-of-shirt sponsorships are phasing out, clubs are exploring alternative revenue channels.
Some, including Everton and West Ham, are reportedly shifting their front-of-shirt gambling partners to sleeve sponsorships, which remain permitted. Others have shifted gambling partnerships to pitchside advertising and other permitted channels. Recently, Newcastle signed such a deal with 8Xbet.
More clubs might follow Bournemouth and Brentford’s approach by elevating secondary or training kit sponsors to front-of-shirt deals.
There are also early indications that displaced gambling operators may redirect spending toward the English Football League (EFL). There, shirt sponsorship remains allowed under an existing agreement with Sky Bet through 2029.
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