Premier League clubs continue gambling sponsorship deals despite UK scrutiny

Sponsorship revenue is critical for clubs

For many clubs, particularly those outside the top tier, gambling sponsorship income plays an important role in financial planning.

“For many Premier League clubs, particularly those outside the very top tier, sponsorship income is a critical part of the financial model. It directly affects transfer budgets and therefore competitive performance on the pitch.” - Sean Connell, sports sponsorship expert at The Sponsor

He added that clubs are unlikely to move away from these deals without firm regulatory action:

“As long as partnerships remain legal, clubs will generally continue to take the revenue available to them.”

This is reflected in the value of deals currently in place. AFC Bournemouth, for example, reportedly earns £6.1 million per year from its partnership with BJ88. This figure is said to be significantly above market value for a mid-table side.

Government scrutiny increases but details remain unclear

The UK government has begun examining gambling sponsorship in sport, with Culture Secretary Lisa Nandy stating that such partnerships are “not right”.

However, there is currently little clarity on how or when any restrictions might be introduced. A consultation is expected in spring 2026. This will be followed by a report outlining potential next steps.

Lawmakers' concerns focus on the risks posed by unlicensed operators. These include links to organised crime, the absence of responsible gambling safeguards and a lack of financial vulnerability checks.

Despite this, clubs have shown little urgency to distance themselves from these partnerships while they remain legal.

Shirt ban offers glimpse of future impact

The Premier League has already committed to removing gambling sponsors from the front of shirts from the 2026/27 season.

However, clubs continue to maximise existing deals ahead of that deadline. Currently, 11 of the league’s 20 teams still feature gambling sponsors on their shirts. Several of these are linked to operators without UK licences.

Industry data suggests the upcoming ban could significantly reduce sponsorship values. Estimates indicate that front-of-shirt deals may drop by as much as 38% once gambling brands exit the space.

“Asian betting partner” model under scrutiny

A key area of concern for regulators is the growing use of “Asian betting partner” agreements. These deals often target overseas markets and may not be prominently disclosed in the UK. Investigations have found some clubs displaying betting brands through regionalised websites or stadium advertising without listing them among official partners.

This approach allows clubs to maintain relationships with gambling operators while limiting domestic visibility. But it does raise questions about how future regulations will apply.

Without clear rules, clubs may continue to structure deals in ways that comply technically while still benefiting commercially.

Enforcement efforts yet to change behaviour

Regulatory action has already been taken in some areas. The Gambling Commission’s £3.3 million penalty against white-label operator TGP Europe led to its exit from the UK market.

However, previous warnings to clubs about working with unlicensed operators have had limited impact. Teams continued to display sponsorship branding even after enforcement actions and licence removals.

This shows the challenge regulators face in influencing commercial behaviour without definitive legal restrictions.