A significant financial shortfall is looming for many Premier League clubs as the new season approaches, with nearly half the league yet to secure a main shirt sponsor. The impending voluntary ban on gambling company logos, which comes into force this summer, has created a challenging market, leaving clubs scrambling for replacement deals at substantially reduced values.
Industry sources indicate the collective loss in sponsorship revenue could reach £80 million. While the so-called ‘big six’ clubs are insulated by long-term agreements with major global brands, the remaining fourteen teams are facing a starkly different commercial landscape. The withdrawal of gambling firms, particularly those targeting Asian markets, has removed the highest bidders from the pool, forcing clubs to accept far less lucrative partnerships.
The situation is indicative of a widening financial divide within the league. Clubs like Arsenal, Liverpool, and Manchester City benefit from annual deals worth £50-60 million with partners like Emirates and Etihad Airways. In contrast, other teams are now navigating a market where offers have reportedly fallen by around 50%, with new agreements often valued between £4-5 million per year.
Some clubs are finding stopgap solutions. AFC Bournemouth has moved its stadium sponsor, Vitality, to the front of its shirt, while Brentford is expected to promote its training kit partner, Indeed. A notable exception appears to be Everton, which is in advanced talks with CMC Markets for a deal that would represent a slight increase on its previous arrangement.
However, several clubs may be forced to start the campaign with blank shirts—a scenario that has previously cost teams like Chelsea tens of millions in lost revenue. Others are shifting their former gambling sponsors to sleeve positions, as the ban does not apply there, though this creates a secondary squeeze on that market.
The English Football League (EFL), which has not enacted a similar ban and maintains Sky Bet as its title sponsor, is poised to benefit, potentially becoming the new destination for gambling companies seeking shirt sponsorship in English football.
The coming season will starkly highlight the commercial stratification of the Premier League, as clubs adjust to a new economic reality without a once-lucrative sponsorship sector.
