The relationship between football and gambling has long been intertwined, but recent developments are about to reshape this partnership in the Premier League. With the announcement that gambling operators will no longer be allowed to feature as front-of-shirt sponsors by the end of the 2025-26 season, clubs and betting companies alike are reassessing their strategies. This ban reflects growing concerns about the social impact of gambling advertising, but it also opens a door to new opportunities. The casino and betting industry, known for its resilience, is already finding clever ways to stay in the game, assuring stakeholders of its enduring presence.
More than half of the Premier League teams currently sport gambling brands on their matchday shirts. It’s a lucrative business for clubs, providing valuable revenue streams in an ultra-competitive market. So, the decision to phase out these sponsorships from the front of shirts isn’t taken lightly. Vulnerable groups affected by gambling harm have been at the heart of this push, with organisations and footballers themselves raising awareness of the risks tied to gambling addiction.
But, as one door closes, others open. The ban applies specifically to front-of-shirt branding, leaving sleeve sponsorships, LED pitch advertising, and other partnership forms still open to gambling operators. Clubs are exploring fresh ideas like training kit sponsorships or naming rights deals for training grounds. These alternatives maintain visibility while responding to fan concerns and regulatory pressures.
More intriguingly, many gambling companies are looking beyond the Premier League, targeting other leagues and competitions where restrictions are lighter or absent. Take Betano, for example, the Kaizen Gaming-owned brand, which recently secured a high-profile deal to become the official global sponsor of UEFA’s Europa League and Europa Conference League until 2027. This is a shrewd move by Betano to drive both sports and online casino players to the table before the EPL ban kicks in. The deal builds on Betano’s successful sponsorship of UEFA Euro 2024 and signals the growing importance of continental competitions as prime marketing platforms.
Betano’s strategy underscores how gambling operators are pivoting towards markets with fewer restrictions and expanding their footprint internationally. The company is also the main sponsor of top divisions in Brazil and Argentina, and it has been very active across South America. Meanwhile, Bet365 has become the first official betting partner of the Champions League, ensuring gambling brands remain front and centre in European football’s elite circles.
For football clubs, these shifts mean they need to plan carefully. Losing a front-of-shirt gambling sponsor won’t be easy to replace, especially in financial terms. But it also presents a chance to realign with brands that better reflect club values and fan sentiments. The emergence of unexpected partners in women’s football, like Avon with Liverpool, highlights the exciting potential for diverse and innovative partnerships in the coming years, bringing a sense of optimism to the evolving sponsorship landscape.
In short, while the Premier League’s ban on gambling front-of-shirt deals marks the end of an era, it doesn’t spell the end for gambling sponsorships in football altogether. Casinos and betting companies are simply changing their playbook, shifting focus, innovating with new sponsorship formats, and exploring untapped leagues and competitions. The game continues, just with a fresh twist. And for both clubs and gambling brands, the urgency of adaptability is clear; it will be the key to striking it big in this evolving landscape.
