Premier League clubs are projected to lose upwards of £80 million from shirt sponsorships as gambling companies withdraw from front-of-shirt logos before the start of the 2026/27 season.
With gambling advertising being curtailed in football via a voluntary agreement reached between the UK government and the league in 2023, clubs are facing challenges finding replacement sponsorships, with some reported to be down as much as 50% from previous levels.
Some clubs such as Everton are adapting by restructuring sponsorship arrangements, with Stake – a UK-licensed gambling company which is not able to provide any games within the UK – remaining as an official sleeve sponsor.
At present, the UK government is developing proposals for more stringent regulations.
UK Culture Secretary, Lisa Nandy, commented:
It’s not right unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards.
Legal experts suggest additional rules could take time. Melanie Ellis noted:
I anticipate the will want to implement this within a reasonably short timeframe… but my view is at least 18 months will be needed.
The ever-changing regulatory environment will continue to impact the world of football sponsorship in future seasons.
