The prevalence of gambling-related advertising that people see while watching English Premier League (EPL) games is a hot topic in the UK. Fans are inundated with television commercials, pitchside hoardings, and logos on the jerseys of players for online casinos and sportsbooks.
Clubs agreed in April 2023 to stop showing gambling brands on the front of their shirts from the start of the 2026/2027 season, despite these advertising positions proving very lucrative for them.
these sponsors pay 38% more than market value
New research as part of The Sponsor’s ‘Premier League Fair Market Sponsorship Values’ estimates that the drop in revenue as a result of this change could be 60%, as these sponsors pay 38% more than market value for these spots.
There’ll be less competition when bidding for these spots once gambling companies exit the bidding war, with The Sponsor Editor Sean Connell saying that these companies are currently “propping up” the EPL sponsorship market.
11 EPL teams currently have front-of-shirt gambling sponsors.
Some brands are pivoting towards sleeve advertising positions, something which will still be permitted under the incoming restriction. According to The Sponsor’s report, an average sleeve sponsorship spot is now worth £7.2m ($9.7m).
