According to The Times, the voluntary ban on betting sponsorships on the front of Premier League shirts, previously agreed upon, will take effect next season, forcing more than half of the league clubs to urgently seek new sponsors. Several clubs have admitted that their commercial revenue is expected to decline significantly.
Reports indicate that over half of the Premier League clubs are currently scrambling to find new shirt sponsors for next season, as they will no longer be permitted to work with betting companies.
This season, 11 top-flight clubs have betting sponsors on the front of their matchday shirts. For many of these clubs, finding an alternative sponsor willing to pay a comparable amount is proving extremely difficult in the current competitive market.
Nearly three years ago, Premier League clubs agreed to a voluntary ban on betting company shirt sponsorships to avoid potential government legislation mandating a ban. However, armband sponsorship agreements with betting companies will remain permitted.
Sources at several clubs have revealed that their commercial revenues will inevitably decline next season. One club insider stated, "Betting companies are typically willing to pay about twice as much as other types of sponsors. Worse still, there are now 11 clubs simultaneously pursuing a limited number of new sponsors."
Currently, none of the "Big Six" clubs have betting companies as shirt sponsors, nor do Newcastle United, Leeds United, and Brighton & Hove Albion. This has raised concerns that smaller clubs may further widen the financial gap with elite clubs.
Premier League clubs have previously faced criticism for partnering with certain opaque betting platforms primarily based in Asia. These platforms have no physical presence in the UK and typically operate through a "white label" system using licensed UK operators as partners.