Premier League clubs set to lose £126m due to gambling advertising ban
Date: 2024-09-20 Author: Leon Pierce Categories: SPORTS BETTING
According to research by OLBG, around 58% of English Premier League clubs could suffer a combined loss of £126.6 million (around $168 million) when a ban on casino and betting sponsorship deals comes into force from the 2026-27 season. Teams will have to find new sources of income to offset the losses.
11 out of 19 clubs to be affected
The ban, which was agreed upon as part of a deal with the UK government, will affect 11 of the 19 clubs that currently have gambling sponsorship deals. Chelsea are currently the only Premier League club without a front-of-shirt sponsor, but the new rules could impact their financial strategy.
The 11 clubs with active sponsorship deals will earn around £428.1 million (approximately $570.2 million) this season. Around 30% of that money comes from gambling and casino sponsors.
Advertising to 6.7 million fans
OLBG also estimated the advertising value of shirt sponsorships based on match attendance data and fan interest in sports betting. In the 2023/24 season, the 11 clubs with gambling sponsors will attract more than 6.7 million fans to their home games. For example, West Ham’s Betway sponsorship is valued at around £63.8 million ($84.9 million).
Also in early September, Betway partnered with Chelsea to become the club’s official European betting partner. The company’s logo will now be displayed on LED panels during the team’s home games.
End of an era in the Premier League
Dr Rob Wilson, head of finance, accounting and business at the University of Sheffield, said the ban on shirt gambling sponsorships could symbolise the end of an era in the Premier League. He believes that clubs’ commercial departments will have to work much harder to replace lost revenue.
While the bigger clubs are likely to find new sponsors without too much difficulty, others will face challenges in a market that has seen growth slow down since the COVID-19 pandemic. “Don’t be surprised if there are more clubs without shirt sponsors in 2025/26,” he added.
New sponsors: finance, technology and tourism
The research also found that around 15% of clubs have struck deals with financial companies this season. In addition, sponsors from the technology, entertainment and tourism sectors also play a significant role, although their share is smaller - about 10%.
Fun fact: famous musician and Ipswich fan Ed Sheeran became a sponsor of his favorite club after buying a 1.4% stake in August.
