Premier League Front-of-Shirt Sponsorship Rises to £444m

Premier League clubs’ front-of-shirt sponsorship revenue has increased by eight percent to £444 million. This occurred despite the implementation of a voluntary ban on gambling firms from this sponsorship slot.

What Happened

Premier League clubs experienced an eight percent rise in front-of-shirt sponsorship revenue, reaching £444 million, even after enacting a voluntary ban on gambling firms for these placements, according to City A.M. This ban led to a collective loss of £67 million for the 20 clubs, but Premier League teams successfully replaced this sum with £75 million in investments from alternative sponsors, as detailed by research from Ampere Analysis.

The increase brought the total value of the front-of-shirt market to £444 million for the current season. This shift necessitated eight clubs, including Aston Villa, Everton, and Brentford, to replace their primary gambling sponsors or reallocate them to other inventory such as sleeves and training kits. Gambling sponsorship across all assets within the Premier League reportedly decreased by £92 million this season compared to the 2025-26 campaign, with betting deals declining by over 20 percent.

Key Details

• Front-of-shirt sponsorship revenue for Premier League clubs rose to £444 million, an eight percent increase, according to City A.M.
• Clubs collectively lost £67 million due to the voluntary ban on gambling firms as front-of-shirt sponsors, as reported by Ampere Analysis.
• This lost revenue was offset by £75 million in new front-of-shirt investments from other sponsors, based on Ampere Analysis research.
• The “Big Six” clubs, particularly through deals like Arsenal’s improved agreement with Emirates and Chelsea’s new Circle contract, contributed approximately £45 million to the overall sponsorship revenue uplift, according to Ampere Analysis.

Why It Matters

The Premier League’s ability to increase front-of-shirt sponsorship revenue despite a ban on gambling firms demonstrates the market’s resilience and capacity for diversification, as noted by Adam Lewis of Ampere Analysis. The shift highlights a changing sponsorship landscape, with AI, payment, and trading companies now featuring prominently on club kits. While gambling companies are exploring alternative exposure through sleeves and training kits, their overall investment has sharply decreased. This trend also underscores a widening gap in sponsorship revenue capture, with larger clubs securing the majority of the growth.

This repositioning follows governmental changes, including an increase in gaming duty from 21 percent to 40 percent. A new remote betting duty of 25 percent is set for implementation next April, with a 15 percent carve-out for horse racing.

What’s Next

A new remote betting duty of 25 percent is scheduled for implementation next April, with horse racing specifically subjected to a 15 percent rate.

Originally reported by City A.M.·Published 21 Sep 2026, 12:14