Premier League clubs have seen their front-of-shirt sponsorship revenue climb by eight per cent to £444m, even after implementing a voluntary ban on gambling firms. The English top flight's decision to prohibit betting and casino brands from this prominent sponsorship slot resulted in a collective loss of £67m for the 20 clubs.
However, Premier League teams have successfully replaced this sum with £75m in front-of-shirt investments from alternative sponsors, as per research by Ampere Analysis. This increase has pushed the value of the front-of-shirt market to £444m this season, with eight clubs having replaced their gambling sponsors.
Clubs including Aston Villa, Everton, and Brentford were among those that had to change their main sponsors from the previous year or move them to sleeves and training kit inventory. Adam Lewis of Ampere Analysis noted the market's resilience despite the gambling ban, with AI, payment, and trading companies now featuring on kits.
The research also indicates that gambling sponsorship across all assets in the Premier League has fallen by £92m this season compared to the 2025-26 campaign, with betting deals declining by over 20 per cent. This shift follows the government's increase of gaming duty from 21 per cent to 40 per cent.