Premier League Teams Face £80 Million Revenue Drop from Shirt Sponsorships
Despite losing its UK gambling license last year, Stake has announced that it will continue as Everton’s sleeve sponsor, even as the Premier League’s front-of-shirt sponsorship ban is set to take effect. According to reports from The Guardian, Premier League clubs are confronted with an estimated £80 million shortfall in revenue due to gambling companies pulling back from front-of-shirt sponsorship deals ahead of the 2026-27 season.
The voluntary sponsorship ban, scheduled to be enforced at the end of this Premier League season, was agreed upon in 2023 after consultations between clubs and the UK government. The aim is to curb gambling advertising within the sport.
The investigation reveals that nine Premier League clubs have yet to secure new front-of-shirt sponsorship agreements for the upcoming season. In total, 12 clubs remain unsigned as preparations continue. Some existing sponsorship arrangements indicate a significant decline in value. For instance, Bournemouth and Brentford have replaced previous stadium or training partners with new shirt sponsors, but on notably lower terms. Everton’s decision stands out, as the club has chosen to retain Stake as its sleeve sponsor despite the operator’s ban from the UK market last year. Stake faced scrutiny after losing access following actions related to its white-label arrangements by the Gambling Commission.
Several clubs have reportedly received offers that are roughly half of the previous sponsorship values tied to gambling companies. “Nearly everyone is losing money,” a senior club executive told The Guardian regarding ongoing negotiations. “Outside the big six, shirt sponsorship offers have dropped by around 50%, from a range of between £8m and £12m a season. There may be some exceptions, but it is a very difficult market. And with some clubs opting to switch sleeve or training kit deals to front-of-shirt sponsorships, there’s a ripple effect for those deals too.”
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A broader ban on unlicensed gambling sponsorships in football is also under consideration, further threatening the sport’s financial stability. The UK’s Department of Culture, Media and Sport (DCMS) launched a consultation on the matter in February. UK Culture Secretary Lisa Nandy stated: “It’s not right unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards.” This proposed ban aims to combat money laundering and other illicit practices linked to offshore or unlicensed gambling operators.
While the timeline remains uncertain, Melanie Ellis, a partner at Northridge Law, told iGB that although legislative changes could be lengthy, she expects “something [could be] tabled before the summer.” She added: “I anticipate the [two parties] will want to implement this [ban] within a reasonably short timeframe, but my view is at least 18 months will be needed to complete the consultation process and have the necessary legislation approved and brought into force.”
