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 commercial returns, with one club executive telling the Guardian that collective losses could reach £80m next season.
Gambling operators, particularly 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 these 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, moving stadium sponsor Vitality to the shirt in a cut-price deal. Brentford are close to announcing training kit sponsor Indeed as their new shirt partner. Both clubs 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 for deals 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, with offers dropping by around 50%.
Some clubs are moving gambling sponsors to sleeves, as sleeve deals are not banned. Everton and West Ham will move Stake and Boyle Sports to sleeves next season. The EFL has not banned gambling sponsorship and has a contract with Sky Bet until 2029, meaning EFL clubs are likely beneficiaries of gambling companies seeking shirt sponsors.
