The upcoming 2026/27 season brings difficulties in sponsorship, which several Premier League clubs currently experience. A new voluntary ban on gambling-related shirt sponsor deals will remove one of the league’s most profitable income sources, leaving many teams struggling to find replacements.
Nine Premier League clubs have not yet found their primary football sponsor, according to reports, while twelve clubs have not established any new sponsorship agreements. Some Premier League teams might begin the season without a sponsor, which represents an unusual occurrence in professional football. Smaller clubs are especially worried about losing revenue compared to the league’s biggest teams.
The ban was agreed with the UK government and delayed to give clubs time to adjust. Gaming brands, especially those targeting Asian markets, have paid high fees for the exposure that comes with sponsor deals. Their exit has left a gap that other industries are struggling to fill, often offering contracts worth about half of the previous deals.
A senior executive told The Guardian that “nearly everyone” is losing money, noting that offers for clubs outside the top six have dropped by roughly 50%. One club official said the total revenue loss across all affected teams could reach £80 million next season.
Some Premier League clubs are taking action to reduce the impact. Bournemouth has moved its stadium partner, Vitality, onto the shirt in a cheaper deal, while Brentford is expected to put its training kit sponsor, Indeed, on the jersey next season. Everton and Fulham are in advanced talks with CMC Markets, which could slightly improve their previous deals with Stake and SBOBet. Other teams continue to seek new football sponsorship agreements.
Chelsea and Newcastle remain among the clubs that are searching for a sponsorship agreement. Chelsea began its last three seasons without a shirt sponsorship deal before establishing short-term contracts, which resulted in the team losing millions of dollars in revenue.
Meanwhile, the big six teams are less affected. They have long-term football sponsor deals with Emirates, Standard Chartered, Etihad Airways, and Snapdragon worth £50–60 million per year. Tottenham’s £40 million-a-year deal with AIA ends next season. Leeds and Brighton have long-term agreements with Red Bull and American Express.
Some clubs are keeping gambling partners in other ways. Sleeve and training kit sponsorships are still allowed, so Everton and West Ham will move their existing gambling sponsors, Stake and Boyle Sports, to the sleeves next season. Newcastle moved its betting partner to stadium and pitchside advertising. The new regulations enable Premier League clubs to keep certain revenue streams while they adhere to the updated requirements.
The gap between the top six teams and all other teams continues to increase. The smaller Premier League clubs experience financial difficulties because they have lower revenue streams and face more challenging conditions in securing shirt sponsorships, whereas the top teams continue to draw international business partners. The new prohibition requires teams to develop new commercial approaches that will generate additional revenue streams. The analysts predict that smaller clubs will struggle to maintain their competitiveness during the upcoming seasons unless they land substantial football sponsorship agreements.
The new agreement impacts more than just the shirt contract talks. Some clubs are moving their current partners from sleeves and training kits to the front of their jerseys in order to maintain their existing contracts. The other parties involved are exploring innovative business relationships with brands that operate outside established markets to achieve their objectives. The clubs now seek to establish fresh sponsorship agreements that will fund their digital marketing initiatives and regional alliance programs as a substitute for lost shirt sponsorship revenue.
The Premier League clubs face urgent demands to complete their football sponsor contracts because only a few weeks remain before the new season begins. The financial results of their business operations and their ability to compete will impact their player acquisition capacity. The alterations to jerseys and kits will become noticeable to fans, but the primary consequence will impact the financial situation of clubs and their capacity to control league competition.
