Premier League Sees Rise in Front of Shirt Gambling Sponsors
Gambling companies are set to sponsor 10 out of the 20 Premier League teams for the new season, even though clubs have voluntarily agreed to an upcoming ban.
Premier League front of shirt gambling sponsorships increase despite upcoming ban.
LISTEN TO THIS ARTICLE:This increase in sponsorship deals, up from seven in the 2023-2024 season, has prompted calls for Labour to put a complete stop to gambling sponsorship in football.
Clubs have voted to prohibit front-of-shirt gambling sponsors starting in summer 2026. This means that the upcoming season is the penultimate in which clubs can feature gambling companies on the front of their shirts, although sleeve sponsorships will still be allowed. For the 2022-2023 season, front-of-shirt sponsorship deals were valued between £6 million and £68 million for clubs.
Clubs with Front-of-Shirt Gambling Sponsors
Aston Villa has confirmed that Betano, a brand under Kaizen Gaming, will feature on its shirt, replacing BK8. The club has yet to officially launch its kit for the new season.
Brentford will continue with their 2023-2024 kit, featuring Hollywood Bets from South Africa as their sponsor. Crystal Palace has announced Net88 as their new sponsor, taking over from Cinch. Everton's 2024-2025 kit will feature Stake, a betting company co-owned by rapper Drake. Fulham’s 2024-2025 shirt will display SBOTOP, which promises “ultimate sports betting thrills”.
Leicester City, which has just been promoted back to the Premier League, has partnered with BC Game, offering a “crypto slot gaming experience” through online casino games using Bitcoin and cryptocurrency.
Nottingham Forest will continue their sponsorship with Kaiyun Sports, an Asian betting firm licensed in the UK through a third party. Southampton has signed a new deal with Rollbit, an online “crypto and NFT casino”. West Ham remains sponsored by Betway, an online gambling company founded in Malta and operated by Guernsey-based Super Group.
Wolves will feature DeBet on the front of their orange shirts. The club describes the company as “one of Southeast Asia’s fastest-growing gaming platforms”.
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Clubs Moving Away from Gambling Sponsors
While AFC Bournemouth is yet to officially reveal its 2024-2025 kit, pictures on the team’s website show players wearing a kit sponsored by iPRO Hydrate in a recent game against Crystal Palace and it seems that the sports drink company is replacing Dafabet as the front-of-shirt sponsor.
Clubs without gambling sponsors on their shirts include Ipswich Town, backed by local singer Ed Sheeran, and Newcastle, sponsored by Saudi Arabian firm Sela.
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