Premier League Clubs Step Up Gambling Sponsorships for the 2024/2025 Season

Premier League clubs continue to embrace gambling sponsorships in 2024/2025 despite upcoming bans. Discover which clubs are involved and why it matters.

The Premier League’s relationship with gambling companies regarding sponsorships has been a topic of both financial benefit and ethical debate for more than two decades. It all started back in 2002 when Fulham FC became the first club to secure a hefty deal with Betfair, a major player in the UK betting exchange and sports betting scene. This was the start of a trend that would grow rapidly in the following years.

Football and sports betting go together like beer and crisps, so many football clubs have signed deals with gambling brands to set themselves up for a lucrative revenue stream. In this article, we’ll take a closer look at how this trend began, what its current status is, which Premier League clubs have gambling sponsorships, and why these sponsorships are important for the league and football as a whole.

UK Gambling Sponsorship Laws

In the UK, gambling sponsorships are regulated by the Gambling Commission under the Gambling Act 2005. This is the same commission that regulates online casinos, roulette game online, sports betting, and all other gambling activities. With this act, gambling companies are allowed to advertise their services in specific places, which includes sports team sponsorships, but are under strict conditions. However, gambling sponsors will be banned from appearing on the front of the shirt from the summer of 2026 onwards in the English Premier League. This news comes after the Premier League clubs voted for a ban on gambling sponsorships on the front of shirts, so we might start seeing more sleeve sponsorships.

There has been an ongoing debate about the ethical side of these sponsorships, but in the 2024/25 season, ten Premier League clubs continue to secure them because they are a crucial source of income.

Why Gambling Sponsorships Are Important

There are several reasons why these sponsorships are so important to the clubs, so we’ll focus on the financial part here.

For many Premier League clubs, especially those outside the financial elite, gambling sponsorships are the most vital source of income. Simply put, these clubs wouldn’t be as competitive if it weren’t for these deals. The sponsorships help with all financial activities, like funding player acquisitions, infrastructure projects, and more. It’s estimated that Aston Villa may be getting up to £40 million for its 2024/2025 deal with gambling company Betano.

Regarding the gambling brands – it’s all about the brand exposure. The Premier League is among the most closely followed sports competitions in the world, and its global reach is a mecca for gambling companies. They reach a worldwide audience that counts in the millions, so these deals grant them visibility. The sponsorships don’t stop at the shirts, but gambling companies also sponsor stadium advertising, social media, and more.

Current Premier League Gambling Sponsors

The 2024/2025 EPL season is well under way, so you’re probably wondering which teams have sponsorships with gambling companies. At the moment, ten Premier League clubs have gambling companies as their main shirt sponsors. Besides these clubs, there are other clubs that are sponsored by gambling companies in a different way, but we narrowed down the list to the clubs whose main shirt sponsor is a gambling company. Here’s the current list:

The revenue these clubs get from these sponsorships usually reaches millions of pounds annually. For example, West Ham United has an ongoing deal with Betway, a major UK gambling brand, that’s valued at around £10 million per year.

How Much Do Teams Get From Gambling Sponsorship Deals

Gambling sponsorships are believed to be among the highest in the Premier League, followed is massive. These figures are similar for other clubs, making it clear why such sponsorships are so appealing. Here’s a quick snapshot of estimated revenue from these deals:

• West Ham United (Betway): estimated £10 million per year
• Everton (Stake.com): estimated £10 million per year
• Leeds United (SBOTOP): estimated £7 million per year
• Aston Villa (Betano): estimated £40 million per year

The Future of Gambling Sponsorships in the Premier League

The debate about whether gambling sponsorships should continue or not has been ongoing. There has been no public statement on which clubs have voted for and against the ban, but some of the campaigners to ban gambling sponsorship from football have been unhappy with the decision. They claim that banning gambling companies from the front of the shirt is not enough, because the ban doesn’t state that clubs can’t promote gambling brands on other parts of the kit, or on their stadiums.

One this is for certain: the impending ban marks a significant shift for Premier League clubs. While current deals can remain until the end of the 2025/26 season, many clubs will have to look for alternative sponsorship deals. However, it’s very unlikely that they will find sponsors that would pay as much as the gambling companies.