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EFL Still Sponsored by Gambling Firms
7 Jul
Summary
- Premier League shirt ban starts in 2026/27 season.
- EFL clubs can keep gambling front-of-shirt sponsors.
- Non-league clubs may see increased sponsorship interest.
Beginning with the 2026/27 season, Premier League clubs have voluntarily agreed to prohibit front-of-shirt sponsorships from gambling brands. This decision, made after consulting with the government, marks a significant shift for the top flight of English football. However, the ban's scope is limited, applying only to the front of matchday shirts, with sleeve sponsors, training kits, stadium advertising, and digital partnerships remaining permissible.
Crucially, this restriction does not apply to the English Football League (EFL). Clubs in the Championship, League One, and League Two retain the freedom to partner with gambling companies for front-of-shirt deals. The EFL currently has an ongoing title sponsorship agreement with a betting firm until 2029. This divergence is anticipated to benefit EFL clubs as displaced gambling brands may now target them for sponsorship opportunities.
Furthermore, non-league clubs are also likely to see increased interest from gambling operators. These clubs, often operating on tighter budgets, may find such sponsorship deals vital for survival and success. The commercial appetite for football sponsorship among gambling companies remains strong; they are simply redirecting their investment within English football following the Premier League's voluntary ban.
