Premier League Clubs Face Financial Blow from Gambling Ban
Industry experts have warned that a voluntary ban on gambling sponsorship could have a significant financial impact on Premier League clubs, potentially slashing their income by up to 60%.
LISTEN TO THIS ARTICLE:In 2024, Premier League clubs pledged to end front-of-shirt gambling sponsorships by summer 2026 but will still allow promotions on sleeves and pitchside boards.
Findings suggest that the impending ban could result in some clubs losing over half of their revenue from gambling sponsors when it kicks in at the start of the 2026-27 season.
Currently, 11 teams have front-of-shirt sponsorship deals with gambling companies, including Crystal Palace, Fulham, and Wolverhampton Wanderers.
Gambling companies often offer huge sponsorship deals to these clubs that potential non-gambling sponsors might not be able to match.
One commercial director told me their highest offer from a non-gambling brand was less than half of what a gambling sponsor had put on the table. That shows you the scale of the problem. The harsh reality is that gambling brands are currently propping up the Premier League sponsorship market. When those brands exit, the entire structure becomes vulnerable, as clubs struggle to find sponsors willing to match those fees.
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Sponsorship Values Revealed
According to a Premier League Fair Market Sponsorship Values report from The Sponsor, Liverpool, winner of the 24/25 EPL title, tops the list as the most valuable sponsorship asset in the Premier League.
Other top clubs, such as Manchester United, Chelsea, and Arsenal, still possess great front-of-shirt sponsorship value due to their global fan base and established commercial presence.
Newcastle and Nottingham Forest have risen in value due to European qualification, and West Ham's value has dipped due to their on-field performance.
Crypto Boom Offers Hope
As crypto spending in sports surged 20% to over £400 million in the last year, experts suggest that blockchain technology, fintech firms, and trading platforms may fill the gap left by gambling companies when the ban kicks in.
However, the report suggests that Manchester City (Etihad), Manchester United (Snapdragon), Arsenal (Emirates), Newcastle United (Sela), and Bournemouth (BJ88) have front-of-shirt sponsorship deals that exceed their fair market value, based on its analysis which accounts for deals without associated party relationships.
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