Nine Premier League clubs have yet to secure front-of-shirt commercial deals for next season, and 12 have not signed contracts, raising fears that several may start the campaign without a sponsor. The imminent ban on shirt advertising from gambling companies is significantly impacting commercial returns, with one club executive telling the Guardian that collective losses could reach £80m next season.
Gambling operators, particularly those serving Asian markets, have historically paid far more than other firms to sponsor Premier League clubs for global visibility. The voluntary ban, agreed three years ago and delayed until next season, has removed these firms from the market, leading to intense competition among clubs at lower prices.
Of the ten top-flight clubs with gambling sponsors this season, only Bournemouth have announced a replacement, with stadium sponsor Vitality moving to the shirt in a cut-price deal. Brentford are close to announcing Indeed as their shirt sponsor, while both clubs have accepted significant reductions from previous deals with bj88 and Hollywood Bets, now worth £4m-£5m a year.
Everton and Fulham appear set to buck the trend, in advanced negotiations with CMC Markets that would bring modest increases on their existing contracts with Stake and SBOBet. However, the other seven clubs with gambling backing remain in the market. Chelsea and Newcastle are also seeking new sponsors, with Chelsea having started each of the past three seasons without a shirt sponsor before agreeing short-term deals.
The removal of gambling companies has widened the divide between the big six and the rest. Arsenal, Liverpool, Manchester City, and Manchester United have long-term deals worth £50m-£60m a year, while Tottenham's £40m deal with AIA expires next season. Leeds and Brighton have long-term contracts with Red Bull and American Express, but other clubs face challenging negotiations.
“Nearly everyone is losing money,” one senior club executive said. “Outside the big six, shirt sponsorship offers have dropped by around 50% from £8m to £12m a season.” Some clubs are moving existing sponsors to sleeves, as sleeve deals with gambling companies are not banned. The EFL has not banned gambling sponsorship, meaning its clubs may benefit from firms seeking new shirt deals.
