How Premier League shirts will change with gambling sponsor ban

Shirts Set for a New Look as Gambling Sponsors Depart

Ninoda.com – Premier League kits are poised for a significant transformation this season following a voluntary decision by clubs to end their association with gambling companies. Two decades after the league permitted betting firms to display their logos on jerseys, the era has come to a close. During the previous two seasons, eleven of the twenty participating teams featured betting-related branding on their shirts, ranging from online bookmakers to cryptocurrency casinos, including some that don’t even conduct business within Britain.

This shift highlights how shirt sponsorship has evolved considerably since the 1980s, when corporate logos first began appearing on football kits. Previously, teams primarily attracted local enterprises or internationally recognized brands familiar to British audiences. Organizations such as Draper Tools, Crown Paints, JVC, and Sharp were common fixtures. However, as the Premier League’s international profile expanded dramatically, sponsors began arriving from diverse regions and industries seeking to reach specific global audiences.

Clubs Navigate the Transition

Eight Premier League teams must secure alternative shirt sponsors this summer due to the gambling restriction. Nottingham Forest and Sunderland remain in search of partners, while Chelsea—who have only occasionally featured a front-of-shirt sponsor in recent years—are also still exploring options.

“This is mainly due to the club’s perception of its worth not being matched by that of sponsors themselves,” explained Kieran Maguire, professor of football finance at the University of Liverpool. “And the removal of gambling sponsors which has reduced supply.”

Chelsea have faced particular challenges recently, seeking a long-term agreement at valuations they believe reflect their standing as FIFA Club World Cup champions. Last season, the club partnered briefly with IFS, an artificial intelligence technology business, signaling a broader industry trend.

Technology and Finance Take Center Stage

Crystal Palace and Fulham have both transitioned from gambling sponsors to technology and AI companies, signing with Temporal and ClickHouse respectively. Premier League sponsorship has continuously adapted to changing times, moving from technology through alcohol and gambling. With growing investment in artificial intelligence enterprises, more names from this sector are expected to appear on shirts.

Four Premier League clubs will feature technology sponsors this season, including Ipswich and Manchester United alongside Palace and Fulham. Finance has emerged as the dominant sector, supporting five of seventeen teams, with Everton securing a deal through CMC Markets. Additional gambling partnerships have been replaced by organizations from insurance, tourism, and recruitment industries.

A Historical Perspective

During the late 1970s, football clubs actively pursued new revenue sources, though front-of-shirt sponsorship faced resistance—particularly from television companies claiming it constituted free advertising. The Football Association and Football League eventually conceded before the 1979-80 campaign, though sponsors’ logos remained removed for televised matches and all cup competitions.

Everton made league history when Hafnia, a Danish tinned meat manufacturer, became the first sponsor to appear on a shirt. Liverpool followed days later after agreeing terms with Japanese electronics manufacturer Hitachi. By the 1983-84 season, the television restriction was lifted, and all twenty-two top-flight clubs had sponsorship arrangements.

The early years were characterized by emerging electronics brands including JVC, Panasonic, Pioneer, and Sharp. In the inaugural Premier League season of 1992-93, nine of twenty-two clubs featured technology sponsors, with Japanese companies representing five of those partnerships. Ten sponsors operated from the UK, seven within one hundred miles of their respective clubs and four within ten miles. Wimbledon was the sole club to complete the entire season without a shirt sponsor.

Globalization of Sponsorship

Today, only four teams maintain UK-based sponsors. Three of these have headquarters in London, situated more than one hundred miles from their associated clubs. Ipswich remains the only club with a local partner, with Halo located twelve miles away in Stowmarket.

Modern supporters may need to consult search engines to understand what their sponsors do and where they originate—from American technology firm Snapdragon, South African energy drink brand KNOX Hydration, to US artificial intelligence companies ClickHouse and Temporal.

Maguire noted that the financial value of these agreements has increased substantially, with commercial revenue rising “by nearly 4,000% from £58m to £2.4bn in 2024-25”. As the Premier League continues to evolve, the types of companies willing to invest in shirt sponsorship reflect both the sport’s global reach and the changing economic landscape.