Sports & betting
Premier League clubs prepare to remove front-of-shirt betting sponsors
The voluntary restriction takes effect for the 2026–27 season and reshapes a major gambling-marketing channel.
Premier League clubs are preparing for the voluntary removal of front-of-shirt betting sponsors for the 2026–27 season. The change reshapes one of the most visible gambling-marketing placements in European sport.
The context
The restriction is relevant as a marketing case study: gambling companies may shift spend to sleeves, digital inventory, creators, or other less prominent placements. It does not ban all gambling advertising.
What we are watching
We are watching for club-by-club sponsor changes and the resulting approach to alternative commercial inventory.