From the 2026/27 season, Premier League clubs are no longer allowed to display betting company logos on the front of their match shirts.
The restriction affects eight clubs that featured betting brands on their shirts last season. Premier League clubs agreed to phase out front-of-shirt gambling sponsorships in 2023, with the ban finally taking effect this summer.
However, betting companies remain heavily involved in Premier League sponsorship. Their logos can still appear on shirt sleeves, training kits, LED advertising and inside stadiums.
Gambling partnerships remain widespread, with 16 of the league’s 20 clubs still working with betting brands. By comparison, only four clubs had such partnerships in the 2007/08 season.
According to SBC News, betting companies also pay an average of 40% more for football sponsorship than brands from other industries.
Experience from other major European markets suggests that restrictions on shirt sponsorship do not necessarily reduce betting companies’ overall commercial presence in football. In Spain, betting sponsorship value increased from $69.7 million in 2021 to $159.9 million in 2026, while Italy saw growth from $192.6 million in 2018 to $553.5 million.
The new Premier League rule therefore removes one of the most visible forms of betting advertising on matchday shirts, but does not eliminate gambling brands from English football.
