Betting still dominates Premier League sponsorship

The start of a new English Premier League season brings a fresh wave of excitement for fans eager to see their team clinch the title, break into Europe or go on a successful cup run.

But it’s also an interesting time for the commercial side of the game. New sponsorship deals present brands with the opportunity to reach their audiences with unique activations that can drive awareness and acquisition.

It’s particularly interesting this season following the Premier League’s announcement in April that front-of-shirt gambling sponsorships are to be prohibited.

Though those rules won’t come into force until the 2026/27 campaign, it adds an interesting dimension to this season’s sponsorship landscape as some teams look to wrap up existing betting deals and explore other categories for future agreements.

So what’s the makeup of the Premier League’s sponsorship sphere for 2023/24? Let’s take a look.

Gambling still front and centre

There’s no question that the Premier League is still heavily reliant on gambling sponsorship. Of the 19 teams with front-of-shirt deals (like last season, Nottingham Forest don’t have an agreement in place as yet), seven have partnered with betting companies: 

  • Aston Villa (BK8)
  • Bournemouth (dafabet)
  • Brentford (Hollywood Bets)
  • Burnley (w88)
  • Everton (Stake)
  • Fulham (SBOTOP)
  • West Ham United (Betway)

Of those seven, four have been either newly-signed or renewed for this season (BK8, Hollywood Bets, w88, and SBOTOP), and all will be over by the time the ban comes into force. Villa’s deal with BK8 will be the last to run its course, ending in 2026.

Check out our visualisation below to see the breakdown of all 19 Premier League teams with front-of-shirt sponsors and the categories those sponsors belong to.

Deal values present a more balance picture

When we look at deal values, the categories are much more even. Though seven teams have betting sponsorships, the industry only contributes 15.1% of the Premier League’s estimated overall front-of-shirt sponsorship value.

That’s behind software (Infinite Athlete and TeamViewer, who sponsor Manchester United and Chelsea), travel (Etihad and Emirates, who sponsor Manchester City and Arsenal) and Financial Services (American Express, Standard Chartered, CFI and AstroPay, who sponsor Brighton, Liverpool, Sheffield United and Wolves).

These figures are skewed slightly due to profile of the sponsored teams (United alone command around £47m for their deal with TeamViewer), but the balance gives hope to teams looking to move away from betting as the front-of-shirt ban looms.

Check out our visualisation below to see the full breakdown. All values provided are estimates that have been reported by the media.

Sleeve assets provide a more balance roster

As a relatively new soccer sponsorship asset, it’s no surprise that sleeve sponsorship isn’t quite as prevalent as the front-of-shirt asset. Of the 20 Premier League clubs, five haven’t signed deals: Bournemouth, Burnley, Chelsea, Fulham and Sheffield United.

No category has more than two teams attributed to it. Betting is one of those sectors (Crystal Palace are sponsored by Kaiyun Sports and Wolves by 6686 Sports), but Finance, Travel and Software also have two teams each.

Fashion, online shopping and food and drink are the categories that have entered the sleeve space but not the front-of-shirt space, and as that area opens up after the gambling ban clubs may look to those industries to fill the gap.

Check out the visualisation below to see sleeve sponsorship categories broken down by the number of deals.

To find out more about sports sponsorship and how DataPOWA can help you accurately measure the value of deals get in touch at [email protected]