Premier League Moves to Phase Out Front-of-Shirt Gambling Sponsors

A Lucrative Industry

Gambling operators have been gradually gaining more visibility over the past decade, primarily due to the rise in digitalisation, with the ease of gambling being accessible to everyone with a digital device. As of the 2024/25 season, most Premier League clubs either had active commercial agreements with betting companies or deals in place to emboss their brands on the front of their matchday kits. Of course, these partnerships have brought in millions of pounds of revenue, bridging the gap between the smaller clubs and the financial giants of the league.

Top clubs like Manchester City have generally avoided being associated with gambling and the logos they come with, instead focusing on more long-term options like Etihad Airways. City has, however, still had its fair share of gambling partnerships, most recently with Betway..

Betano and Aston Villa: A New Standard?

Perhaps the most talked-about sponsorship deal is Aston Villa’s £20 million per year deal with Betano. Signed in April 2024, this deal exemplifies the strategy clubs use with gambling firms, leveraging their visibility to drive revenue. These partnerships transcend the pitch and are actively used on social media, in-stadium advertising, and a plethora of other digital assets. It begs the question: should these clubs pay closer attention to responsible gambling? Or do their means justify the end?

How Does This Affect Me?

Punters may feel like this is the end of an era, but it’s only effective in terms of the aesthetic of the front of the kits. This will have no impact on online casinos, betting apps, or promotions. The images will simply shift into different formats, and it is suspected we will see more emphasis on sleeves, online campaigns, and billboards in time.

It also has the potential to give more leeway to new sponsorship deals from non-gambling sectors, giving fans and teams a less betting-saturated experience whilst watching and playing the game they love.

Suppose you’re often concerned about the state of gambling, its regulations, and its willingness to be normalised in the past, especially towards younger fans on social media. In that case, this will feel like a long-overdue step in the right direction. At the end of the day, the Premier League is a money-making machine, built on commercial and global properties. Hopefully, there is a rebalance in their model between finance and social responsibility.