Nine Premier League clubs have yet to secure front-of-shirt sponsorship deals for next season, with 12 clubs still without signed contracts, raising fears that several could start the campaign without a shirt sponsor. The impending voluntary ban on gambling shirt advertising, agreed with the government three years ago and taking effect next season, is driving a sharp decline in commercial income for all but the biggest clubs.
An executive at one club told the Guardian that the collective loss of income from shirt deals could reach £80m next season. Gambling operators, particularly those targeting Asian markets, had previously paid premiums for global visibility, but their removal has intensified competition among clubs at lower price points. Of the ten top-flight clubs currently with gambling sponsors, only Bournemouth have announced a replacement, with Vitality moving from stadium to shirt in a cut-price deal.
Brentford are close to announcing Indeed, their training kit sponsor, as their new shirt sponsor, while both clubs are understood to have accepted reductions from previous deals with bj88 and Hollywood Bets, now worth £4m-£5m per year. Everton and Fulham buck the trend, in advanced talks with CMC Markets for deals offering modest increases on existing contracts with Stake and SBOBet. Chelsea and Newcastle remain in the market, with Chelsea having started the past three seasons without a sponsor before agreeing short-term deals.
The ban has widened the gap between the 'big six' and the rest. Arsenal, Liverpool, Manchester City, and Manchester United have long-term deals worth £50m-£60m annually, while Tottenham's £40m AIA deal expires next season. Leeds and Brighton have long-term contracts with Red Bull and American Express, but other clubs face difficult negotiations. One senior executive noted that offers have dropped by around 50% from £8m-£12m per season, with some clubs shifting sleeve or training kit partners to the shirt, creating a knock-on effect.
Everton and West Ham have moved their gambling sponsors to sleeves, where deals remain permitted, but many clubs are still seeking sleeve and training kit sponsors. The EFL has not banned gambling sponsorship and has a contract with Sky Bet until 2029, making its clubs likely beneficiaries of gambling companies seeking shirt deals.
