Three Premier League teams are poised to start the 2026/27 season without front-of-shirt sponsors after failing to navigate the market following the ban on gambling companies. The ban, agreed in April 2023, ended the era of lucrative deals with obscure gambling firms.
Background of the Gambling Ban
Last season, 11 of the 20 Premier League teams had gambling companies on their shirts. Three of those were relegated, leaving eight needing replacements. Six have secured new sponsors, but Chelsea, Sunderland and Nottingham Forest have not.
Aston Villa, Bournemouth, Brentford, Crystal Palace, Everton and Fulham managed to find new sponsors, likely at reduced rates. Sunderland and Forest have held out, while Chelsea's situation is complicated by their recent performance and high asking price.
Challenges in the Sponsorship Market
Sean Connell, editor of The Sponsor, described it as "the most competitive and difficult sponsorship environment" in Premier League history. He said brands willing to pay £5m to £15m are scarce due to economic pressures, and the gambling ban removed a significant chunk of potential sponsors.
"The profits and revenue have been so much greater than they would have been that nobody has taken any meaningful strides to address this," Connell told Mirror Football. "They have continued to take the money while the sun shone. Now some like Forest and Sunderland are in a difficult position."
Chelsea's Unique Position
Chelsea have not had a permanent front-of-shirt sponsor since their deal with Three ended in 2023. They had a short-term deal with AI company IFS until the end of last season. Reports indicate they have been holding out for £65m per season, but their 10th-place finish and lack of European football has damaged their chances.
Reactions to the Ban
Will Prochaska, director of the Coalition to End Gambling Ads (CEGA), said: "Fans will have little sympathy with clubs struggling to replace front-of-shirt gambling sponsors, and there's more than enough money in the game to ensure football can thrive without gambling revenues." He compared it to Formula 1's transition from tobacco sponsorship.
While gambling companies are still allowed on sleeves, the era of front-of-shirt gambling deals is over. The effects will be visible when the season starts.
