How Premier League shirts will change with gambling sponsor ban

What the report says

Premier League shirts are set for a noticeably different look after clubs voted to ban gambling logos from the front of match jerseys. BBC Sport says the change follows about two decades in which betting firms became a major presence on top-flight kits, particularly among clubs outside the biggest commercial brands. The new policy affects this season’s shirts, and several clubs are still adjusting their sponsorship plans.

According to the BBC report, eight Premier League clubs had to find new front-of-shirt sponsors this summer because of the ban. Nottingham Forest and Sunderland have not yet announced replacements, while Chelsea is also still seeking a longer-term deal after only short front-of-shirt arrangements in recent seasons. Other clubs have already shifted to new sectors, with examples including technology and AI companies, finance, insurance, tourism and recruitment. The article says this reflects both the reduced supply of gambling sponsors and clubs’ higher expectations for commercial value.

BBC Sport also places the move in historical context. Shirt sponsorship expanded in the late 1970s and 1980s, then evolved as the Premier League’s global reach increased. Gambling deals grew rapidly after the 2005 Gambling Act, with betting companies becoming especially common on shirts from the mid-2000s onward. Kieran Maguire, a football finance professor quoted by BBC Sport, said commercial values have risen sharply over time, but that smaller clubs can still struggle to attract deals at the level they want.