Voluntary Ban on Front-of-Shirt Gambling Sponsors

Of these teams, West Ham (sponsored by Betway) and Everton (sponsored by Stake) are the two joint top clubs with the most significant sponsorship deals valued at £10m each per season.

The voting exercise, however, isn’t geared toward eliminating gambling sponsorships in the league; the Premier League’s shareholders are expected to agree on a plan allowing gambling companies to continue sponsoring clubs as sleeve sponsors. The move is seen as a way for the government to avoid prohibiting gambling advertising altogether.

After the voting exercise, these clubs will have a 3-year grace period to get new deals with non-gambling sponsors before the ban takes effect in the 2026/27 season.

The Impact of the Ban on Non-Elite Premier League Clubs

The removal of gambling sponsors could lead to a further decrease in the worth of shirt sponsorship deals for clubs that aren’t part of the elite. Aston Villa’s CEO, Christian Purslow, stated, “The commercial reality is that to teams outside the top six, such sponsors offer clubs twice as much financially as non-gambling companies.”

In 2017, Newcastle severed ties with Wonga after Fun888 offered them an annual deal worth £1m more. However, under the newly acquired ownership, the club plans to end its partnership with Fun888 this summer and sign a new deal with a Middle Eastern sponsor.

Despite the looming ban, research by Caytoo has indicated that front-of-shirt gambling sponsorships had a slight increase in August 2022. Additionally, gambling had the 3rd-highest increase in FoS deals among England’s 226 professional rugby, football and cricket teams.

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