The Premier League's relationship with betting companies has reached a critical juncture as the 2024-25 season showcases the league's dependency on gambling sponsorships before an impending ban takes effect.
Premier League Has Betting Sponsor Problem
The Premier League 24-25 shirt sponsor chart shows that more than half of the teams have betting sponsors as their front-of-shirt sponsors.
- Bournemouth: BJ88
- Aston Villa: Betano
- Brentford: Hollywoodbets
- Crystal Palace: NET88
- Everton: Stake
- Fulham: SBOBet
- Leicester City: BC.Game
- Nottingham Forest: KaiYun
- Southampton: Rollbit
- West Ham: Betway
- Wolves: DEBet
Compared to the 23-24 season, the 24-25 Premier League has three more teams with FOS sponsors related to betting: Crystal Palace, Leicester City, Southampton, and Wolves.
A report in 2023 showed that clubs with betting front-of-shirt sponsors earned up to £56m in the 23-24 season.
2026 Ban Looms
The prevalence of betting sponsors comes despite the knowledge that FOS betting partnerships will be banned from 2026. What makes this particularly interesting is that it is a self-imposed ban by the Premier League, meaning the clubs have self-created a problem.
The upcoming ban has created a race against time for clubs heavily dependent on this revenue stream to secure alternative sponsorship deals before the deadline. For these clubs, all those outside the "Big Six," replacing this income could prove challenging in an already competitive sponsorship market.
Meanwhile, betting sponsors will be allowed for everything else, including sleeve sponsorship.
What's Next?
Some analysts suggest this could lead to more diverse sponsorship portfolios, potentially opening doors for technology companies, cryptocurrency firms, and sustainability-focused brands.
What do you think about the upcoming end of betting front-of-shirt sponsorship? Do you think we will see some Premier League clubs with no main sponsor? Comment below.