Nine Premier League clubs have yet to secure front-of-shirt commercial deals for next season, and 12 have not signed contracts, raising concerns that several may start the campaign without a shirt sponsor. The imminent ban on shirt advertising from gambling companies is significantly impacting clubs' commercial returns, particularly those outside the 'big six'. An executive at one club told the Guardian that the collective loss of income from shirt deals could reach £80m next season.
Gambling operators, especially those serving Asian markets, have historically paid far more than other companies to sponsor Premier League clubs for global brand visibility. The voluntary ban, agreed with the government three years ago and delayed until next season, has removed gambling firms from the market, leading to intense competition among clubs at lower prices.
Of the ten top-flight clubs with gambling sponsors this season, only Bournemouth have announced a replacement, with stadium sponsor Vitality moving to the shirt in a cut-price deal. Brentford are close to announcing that existing training kit sponsor Indeed will feature on their shirt next season. Both clubs have accepted significant reductions from their previous deals with bj88 and Hollywood Bets, with new contracts worth £4m-£5m a year.
Everton and Fulham appear to buck the trend, in advanced negotiations with CMC Markets that would bring modest increases on their existing contracts with Stake and SBOBet. However, the other seven clubs with gambling backing remain in the market. Chelsea and Newcastle are also seeking new sponsors as their deals with IFS and Sela expire.
The removal of gambling companies has widened the divide between the big six and the rest. Arsenal, Liverpool, Manchester City and Manchester United have long-term deals worth £50m-£60m a year, while Tottenham's £40m deal with AIA expires next season. Leeds and Brighton have long-term contracts with Red Bull and American Express, but other clubs face challenging negotiations.
“Nearly everyone is losing money,” one senior club executive told the Guardian. “Outside the big six, shirt sponsorship offers have dropped by around 50% from £8m-£12m a season.” Some clubs are switching sleeve or training kit partners to front-of-shirt, affecting those deals too. Everton and West Ham have moved their gambling sponsors to players' sleeves, as sleeve deals are not banned. The EFL has not banned gambling sponsorship, making its clubs likely beneficiaries of gambling companies seeking shirt sponsors.
