The 2025/26 Premier League season will be the last to feature gambling brands on the front of matchday shirts, ending a commercial relationship worth over £140 million per season. Eleven of 20 clubs will strip betting logos from their kits from the 2026/27 campaign under a voluntary ban. But the UK government goes further: on February 23, it announced a spring consultation aimed at banning unlicensed gambling operators from sponsoring British sports organizations entirely, closing a loophole that currently allows offshore betting firms to maintain shirt deals.
Broader Ban: From Front-of-Shirt to All Channels
Culture Secretary Lisa Nandy said it was “not right that 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.” The voluntary ban only covers front-of-shirt placement; licensed gambling brands would still be allowed on sleeves, training kits, stadium signage, and pitchside LED boards from next season. However, the government's proposal would bar unlicensed operators from all sponsorship arrangements with British sports clubs, including sleeves, training kits, stadium branding, and every other promotional avenue.
Historically, gambling firms have paid up to double what alternative sectors offer for such marketing opportunities. An audit by ESK found gambling brands account for £95 million, or 23.3% of the total £408 million front-of-shirt market. For several affected teams, gambling sponsorships make up between 28% and 38% of total commercial revenue. During the opening weekend of the current season, 27,440 gambling-related messages were recorded across TV, radio, and social media — fewer than 10% came from shirt sponsors. FX, crypto, fintech, and payroll brands are emerging as primary competitors for the vacant inventory.
“Big Six” Unscathed, Relegation-Zone Clubs Feel the Pain
None of the traditional “Sky Six” clubs are directly affected: Arsenal wears Emirates, Manchester City wears Etihad, Manchester United wears Qualcomm, Liverpool wears Standard Chartered, and Tottenham wears AIA. Chelsea started the season without a front-of-shirt sponsor after failing to close a reported £65 million replacement deal. The 11 clubs carrying gambling brands on their shirts this season are concentrated in the league's middle and lower tiers. Reports indicate some clubs are struggling to secure replacement sponsors in time for next season. According to BritBrief, the prospect of teams starting the 2026/27 campaign with blank shirt fronts is being described within the industry as “not a great look” for the world’s most-watched football competition. West Ham — flirting with relegation this season — is among the clubs understood to have approached premium automotive brands, but agreements remain elusive.
Record-Breaking Deals: Manchester City's £1B Etihad Renewal
Previous record shirt sponsorship deals include Manchester United's £235 million agreement with Qualcomm in 2024 and Chelsea's reported £40 million-per-year deal with Infinite Athlete. Manchester City settled a legal dispute with the Premier League over sponsorship rules in September, clearing the path for a new Etihad Airways deal reportedly worth up to £1 billion over 10 years — potentially the largest commercial partnership in British sporting history. Notably, Arsenal — carrying no gambling shirt sponsor — leads the title race nine points ahead of Manchester City with a 97% chance of winning their first league title since 2004. The final season of gambling shirt sponsors thus unfolds against a backdrop of dramatic competition and shifting regulatory tides.