How Premier League Clubs' Betting Sponsorships Are Changing for 2026/27

Premier League clubs' relationship with betting sponsors looks different this season following a voluntary agreement, first struck by clubs in 2023, to phase out gambling companies from the front of matchday shirts by the start of the 2026/27 campaign.

The shift is already visible across the league. Newcastle United, for example, now carry hydration brand KNOX on the front of their shirt, with longtime betting partner BetMGM continuing its association with the club through other channels rather than shirt-front placement. Similar patterns have played out elsewhere in the top flight, as clubs look to retain the commercial value of gambling sponsorship deals while shifting the branding to sleeves, perimeter boards, digital assets, or regional partnerships instead of the shirt front itself.

The change followed years of scrutiny over gambling advertising's visibility to younger fans, with campaigners and some lawmakers pushing for tighter restrictions on betting sponsorship in football more broadly. Clubs and the league opted for a voluntary phase-out of shirt-front deals specifically, rather than a blanket ban on gambling sponsorship, allowing betting brands to remain involved through other, less prominent forms of partnership.

For licensed betting operators, the changing rules mean rethinking how they build visibility around the Premier League, with sleeve sponsorships, stadium branding and digital partnerships becoming more central to club marketing arrangements than the shirt front used to be.

Playdash continues to track how these evolving sponsorship arrangements intersect with fan engagement and betting markets as the new Premier League season approaches.