The new Premier League season has kicked off—but it’s not just the teams sweating. With more than half the clubs about to lose their front-of-shirt betting sponsors by 2026–27, analysts warn of a looming £100 million hole in sponsorship revenues. This could be the biggest financial blow since launching the betting craze over two decades ago.
From Aston Villa to Nottingham Forest, clubs are scrambling for replacements as their most lucrative and easy-laid commercial deals vanish overnight. Betting sponsors have long been a cash cow—especially for mid-table and lower-tier clubs—dishing out anywhere between £8m and £10m per season. Without them, some deals may plummet to half their value, if not more. Even worse, the initial value of £5–20 million per club looks nowhere near replicable.
Kieran Maguire, football finance expert at the University of Liverpool, explained:
“For many clubs outside the elite, betting sponsors were the most straightforward way to guarantee steady income. Removing them leaves a serious gap, and replacing that money will not be easy.”
The good news? Sleeve and pitchside sponsorships are still allowed. But Will they generate enough interest—and at the right price—to make up the shortfall? Many clubs are already exploring new sectors: fintech, airlines, and even cryptocurrencies are being thrown into the mix. With the gambling sector’s influence waning and regulations tightening, the Premier League faces a commercial reboot. One thing's for sure—this season’s profit ledger is looking shakier than ever.
