Premier League clubs lose millions due to gambling ban

A new survey by OLBG in England shows that a whopping 58% of Premier League clubs are worried about major financial losses due to the upcoming ban on gambling companies as shirt sponsors.

The ban will come into effect from the 2026-2027 season and could cost the clubs a combined £126.6 million (€168 million).

What does the ban mean for the Premier League?

The British government has decided that gambling companies will no longer be allowed to feature on the front of Premier League shirts. This will affect 11 of the 19 clubs that are currently sponsored by casinos and gambling companies.

West Ham’s deal with Betway, for example, is one of the largest, bringing in £63.8 million (€84.9 million). Chelsea are currently the only club without a shirt sponsor, but they too will likely have to adjust their sponsorship strategy once the ban comes into effect.

In total, these sponsorship deals now earn clubs £428.1 million (€570.2 million), of which around 30% comes directly from gambling companies. This large portion of revenue is therefore at stake, and clubs must quickly find new sponsorship deals.

Gambling companies are looking for other ways to stay visible

It’s not just the logos on TV that are valuable; shirt sponsorship also has a big impact in the stadium. The OLBG Gambling Report 2023 found that a whopping 86% of football fans have taken a chance, spending an average of £27.98 (€37.26) per week on bets.

In the 2023-24 season, more than 6.7 million fans attended matches of clubs with a deal with gambling companies. This shows the wide reach of these sponsorship deals.

Some gambling companies are looking for other ways to stay visible despite the ban. For example, Betway has signed a new deal with Chelsea as their official European betting partner. This will ensure that their advertisements will still be visible on the LED boards during Chelsea’s home games.

With the income from betting companies disappearing, Premier League clubs need to find new sources of money quickly. The loss of these large sums makes it crucial for clubs to thoroughly review their sponsorship plans.

Sponsorship opportunities are also being tightened in Belgium. Read more about it HERE.