The Premier League’s relationship with betting money is changing. In April 2023, clubs agreed to withdraw gambling sponsorship from the front of matchday shirts, starting in the 2026/27 Premier League season.
With the deadline nearing, the key issue isn’t just who replaces the current Premier League front-of-shirt sponsors space but how clubs rebuild commercial packages when the single most valuable shirt asset is off-limits to a major category.
What the Ban Covers
This is a voluntary, league-wide commitment focused on the front of matchday shirts. It does not automatically remove gambling branding from sleeves, training kit, stadium inventory, LED boards, or club digital channels.
Commercially, that means the market will shift rather than vanish, with some money moving sideways to other assets, and some replaced by new categories.
Where Clubs Are Likely To Find Replacement Money
Expect a more mixed sponsor portfolio:
- Sleeve sponsors and training kit as the next best kit placements.
- More regional partner deals that stack revenue across territories.
- Tech, payments and data partners seeking credibility as much as fan reach.
- Consumer brands that activate through content, creators and matchday experiences.
For the biggest clubs, it’s mainly a price-and-positioning exercise. For mid-table and newly promoted sides, it may mean shorter contracts, more bundled rights, and a greater emphasis on digital activation to prove value.
Timing, Transition and Creative Workarounds
Clubs can still run existing agreements and sign new ones during the run-up, so long as gambling logos are gone from the Premier League front-of-shirt sponsors space once the 2026/27 Premier League season kicks off.
That creates a last cycle and a pivot period where sponsors are migrated from the front to sleeves or training wear, with extra digital rights to compensate where possible.
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Sports Betting and Casino Brands: What’s Next
Gambling brands are unlikely to disappear; they will reposition. Sleeves, training wear and perimeter advertising remain high-impact, while club-owned channels offer targeting. But there’s a second pressure point: tax.
From April 1 2026, the UK’s Remote Gaming Duty rises from 21% to 40%. From April 1 2027, a higher 25% remote betting rate is introduced within General Betting Duty. When margins tighten, sponsorship has to earn its keep: boards and sleeves that can be tracked become more attractive than broad awareness spend.
That’s why an online casino may favour shorter, more measurable club partnerships, combined with performance marketing and affiliates. It also raises compliance stakes. The Gambling Commission has already warned clubs about promoting unlicensed or UK-inaccessible gambling sites via shirt sponsorships, putting due diligence firmly on the agenda.
What Fans and Regulators May Push for Next
Because the move is voluntary and limited, campaigners argue it is only a first step, while clubs stress the importance of sponsorship income to compete and fund community work.
If political pressure continues, future debates could target sleeves, pitchside inventory, or tighter rules on digital targeting, areas that remain open today.
Where Premier League Sponsorship Goes From Here
The Premier League front-of-shirt sponsors switch won’t remove gambling from Premier League sponsorship, but it will reshape it. Clubs will sell more bundles, more regional rights and more non-front kit assets, while gambling firms become choosier and more data-driven, especially as UK tax rises bite.
For fans, the visual change arrives in the 2026/27 Premier League season; behind the scenes, sponsorship is set to become more fragmented, more regulated and more measurable. That evolution could ultimately redefine how football commercial partnerships balance revenue needs with social responsibility, transparency, and long-term supporter trust.
Main Photo
Credit: IMAGO / Sports Press Photo
Recording Date: 31.01.2026
