Digital Ads and Sleeve Deals Keep Gambling in the Game Despite Shirt Ban

Gambling and the Game: A Longstanding Relationship

Sponsors from gambling companies have long been a part of Premier League fixtures for years now. As of the 2024/25 season, 11 of the 20 clubs in the league had a gambling brand embossed on the front of their shirts. Of course, these partnerships bring in tens of millions in revenue annually for clubs, so it’s hard to argue that mid-level or lower-tier clubs shouldn’t be using them as a lifeline.

The most successful teams in the league have even experimented with these controversial deals, with Manchester City being one of them. Previously partnered with Asian iGaming company K8, this union sparked a surge of interest in global gaming partnerships as viable forms of money-making, even if it wasn’t always glaringly obvious for fans.

Aston Villa and Betano Set a Precedent

Perhaps the most high-profile deal in recent years came in April 2024, when Aston Villa signed a big-money deal with Betano, worth a staggering £20 million per season. Not only did this deal include shirt branding, it also had the club post across social media, even utilising stadium-based promotions to show this off.

This deal and similar deals have sparked increased levels of scrutiny, mainly because of the visibility they force upon fans, especially of the younger generation. This is going to be one of the final and most grandiose examples of high-value front-of-shirt sponsorships before the ban takes effect in 2026.

What’s Changing?

Kicking off the 2026/27 season, teams will no longer be permitted to display gambling brands on the front of match jerseys. The caveat here is that sleeves are not included in this ban, nor are pitch-side boards and digital content. Essentially, gambling in football isn’t getting fobbed off completely; it’s simply being re-targeted.

Described as a “self-regulatory” decision, this choice from the Premier League is designed to completely reduce the stature of gambling in football, without the government needing to interfere legally. Even though it won’t impact ongoing digital partnerships or in-stadium branding, it’s sure to be one for the history books, marking a shift in how companies portray their business to fans.

How Could This Affect the Industry?

From a financial perspective, these changes could pose a significant impact. A study conducted recently suggested that removing front-of-shirt gambling logos could reduce the sponsorship value up to 40%.

This could lead to some of the smaller clubs struggling, and gambling operators having to shift their focus to more viable or up-and-coming forms of campaigning. Some say this move is long overdue, with concerns growing for a while. I’d say it was a step in the right direction, particularly when you look at its impact on children more specifically.

To learn more about the UK’s efforts to regulate responsible gambling in football and beyond, take a look at our page on gambling regulations.