Franchises in the English Premier League are facing a significant financial loss of over £126m ($167m) as the UK plans to ban gambling firms from sponsoring soccer shirts starting in the 2026-27 season. Research from the UK sports betting community platform OLBG indicates that nearly 58% of EPL teams will be affected by this ban. Currently, 11 out of 19 franchises rely on shirt sponsorship cash from betting firms, and they will need to find alternative sources of revenue.
Media reports suggest that the current front-of-shirt sponsorship deals for these 11 franchises will generate approximately £428.1m ($570.2m) this season, with 30% of that revenue coming from sports betting and casino brands. OLBG arrived at the projected £126m loss based on data from a 2023 gambling study, which revealed that UK gamblers spend an average of £27.98 ($37.26) per week, and 86% of soccer fans place occasional small bets. By calculating the estimated advertising value of soccer shirt sponsorship through in-person advertising, OLBG was able to determine the financial impact of the ban.
It is important to note that these estimates are solely based on soccer fans physically attending games, and the actual value derived from home viewership is not included in the £126m figure. OLBG mentioned that the value of shirt sponsorship from home viewership could potentially add many more millions to the overall loss. During the 2023-24 season, the 11 franchises with gambling branded sponsors attracted over 6.7 million soccer fans to their home games.
OLBG highlighted West Ham FC as a prime example of the earning potential from shirt sponsorship, with sponsor Betway showing the highest potential earnings of around £63.8m ($84.9m). The impact of the ban on gambling firm-sponsored shirts goes beyond just financial loss, as it also signifies a shift in the revenue streams for EPL teams. With a significant portion of their current revenue coming from betting firms, these franchises will need to explore new avenues for generating income.
The ban on gambling firm-sponsored shirts reflects a broader trend of increased scrutiny and regulation surrounding sports betting and its influence on sports. As more countries and jurisdictions implement stricter rules regarding gambling advertising in sports, EPL teams and other sports organizations will need to adapt to these changes and find alternative sources of sponsorship and revenue.
Overall, the impending ban on gambling firm-sponsored soccer shirts in the English Premier League is expected to have a significant financial impact on a majority of EPL teams. The loss of over £126m ($167m) in revenue highlights the reliance of these franchises on betting firms for sponsorship income and underscores the need for diversification in revenue streams. As the 2026-27 season approaches, EPL teams will need to navigate these changes and find innovative ways to offset the financial implications of the ban.