When the Premier League announced that gambling sponsors will no longer be allowed on the front of shirts from 2026/27, it sent shockwaves through both the football and betting industries (source: bbc.co.uk/sport). For years, gambling brands have dominated club jerseys, from West Ham’s Betway to Newcastle’s Fun88. But as the countdown to the ban ticks away, both sides are already looking at how to adapt.
Estimated Total Value of Gambling Sponsorships in the Premier League
Clubs don’t want to lose lucrative deals, and betting firms don’t want to lose visibility. The result? A new wave of creative sponsorship strategies.
One of the fastest-growing areas of interest is partnerships with new slot sites that are entering the UK market. Many of these operators are fully licensed, digitally savvy, and keen to build brand recognition through football partnerships.
How Europe Has Shown the Way
The UK is not the first to act. Italy and Spain have already banned betting logos on kits, while Belgium introduced a similar ban in 2023. The results are telling: clubs and bookmakers simply looked for loopholes.
For example, Belgian giants Club Brugge replaced the Unibet logo on their shirts with U-Expert, a “sports news” app linked to the same operator. This complied with the letter of the law while keeping the brand in front of millions of fans.
Industry analysts expect similar tactics in England – sleeve sponsorships, training kit logos, and rebranded affiliate companies are all likely to rise. Some clubs are even exploring eSports and fantasy football tie-ins with gambling partners to maintain exposure.
Beyond Shirts: Digital Dominance
Another emerging tactic is moving advertising off the pitch and onto screens. With over 80% of bets now placed on mobile devices (source: statista.com), betting companies see more value in reaching fans through apps, push notifications, and streaming integrations than traditional kit logos.
This shift is also shaping the kind of promotions operators push. Instead of complex rollover offers, fans are increasingly seeing straightforward bonuses that can be claimed in-app. These no-wagering bonuses are designed to build trust and loyalty without confusion: see the top no-wagering bonus offers in the UK.
What It Means for Fans
For football supporters, the landscape is about to change. They may see fewer gambling logos on matchday broadcasts, but far more on their phones, social media feeds, and in club-branded apps. Campaigners argue this still normalises gambling, while clubs insist it’s a balanced way to protect young fans from overt advertising while maintaining vital sponsorship income.
Ultimately, the ban may not end the presence of betting companies in football – it will just push them to innovate and find new tricks to stay visible. Whether that innovation benefits fans through safer, clearer promotions, or simply shifts the spotlight from shirts to sleeves and screens, remains to be seen.
