Premier League Clubs Increase Shirt Sponsorship Revenue Despite Front-of-Shirt Betting Ad Ban

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English Premier League clubs have increased the value of shirt sponsorship deals despite the ban on betting ads on the front of shirts. According to research by Ampere Analysis, the total value of these agreements for the 2026/27 season has risen by 8% to £444 million.

Before the start of the season, the key question was whether clubs would be able to replace the revenue previously generated by betting companies, which had long occupied the front of football shirts. Eight clubs in total — Aston Villa, Bournemouth, Brentford, Crystal Palace, Everton, Fulham, Nottingham Forest and Sunderland — replaced betting sponsors with new partners.

The previous betting sponsorship deals were worth around £67 million per season, while the new agreements for the 2026/27 campaign are estimated at £75 million.

In other words, the replacement deals are worth around £8 million more than the previous betting partnerships.

However, the main driver of market growth came from the Premier League’s biggest clubs. The so-called “Big Six” — Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur — increased the combined value of their shirt sponsorship deals by £46 million.

The growth was partly driven by improved terms in Arsenal’s agreement with Emirates and Chelsea’s new deal with Circle, which followed a series of short-term partnerships, including with IFS.

The combined value of shirt sponsorship agreements for the six clubs increased from £282 million to £328 million.

At the same time, the impact of the betting sponsorship ban is more visible when looking at the wider market. Total spending by betting companies on Premier League club partnerships has fallen from £155 million to £63 million per season.

Betting operators have not withdrawn from football completely but have shifted their focus to other sponsorship assets, including training kits and shirt sleeves.

According to Ampere, betting companies’ share of training kit sponsorship has risen from 34% to 57%, while their share of shirt sleeve sponsorship has also risen from 3% to 20%.

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