The summer transfer window may be done and dusted, but for six Premier League clubs, a major commercial deal is still up in the air – or rather, on the pitch, emblazoned across their jerseys. Chelsea, Aston Villa, Fulham, Nottingham Forest, Sunderland, and newly promoted Hull City are all scrambling to find front-of-shirt sponsors ahead of the new season's kick-off, leaving many scratching their heads about why some teams have yet to secure this lucrative partnership.
The root cause lies in the Premier League's voluntary ban on gambling companies as front-of-shirt sponsors, which kicks in from the 2026-27 season. Last term, a staggering 11 out of 20 clubs had betting firms plastered across their shirts – and it seems many have relied too heavily on this revenue stream for too long. Simon Dent, chairman of creative agency Firmative, pinpointed the problem, saying, “The Premier League's front-of-shirt gambling sponsorship ban has left a gaping hole in what clubs can achieve compared to previous years, particularly when it comes to attracting top-dollar sponsors from Asia.”
The ban is having a disproportionate effect on non-'Big Six' clubs – think Manchester United, Manchester City, Liverpool, Arsenal, Tottenham Hotspur, and historically Chelsea. These powerhouses have consistently raked in the big bucks from global brands, often exceeding £40m annually without relying on gambling sponsorships thanks to their massive international followings. But for others, like Aston Villa and Sunderland, their impressive on-field performances haven't quite translated into new sponsorship deals – or at least not yet.
Neil Hopkins, chief strategy officer at M+C Saatchi Sport and Entertainment, believes it's more than just the gambling ban holding clubs back. “While the 'Big Six' might be debated in terms of on-pitch prowess,” he explained, “in sponsorship land, it's a different story altogether.” Dent suggested that Chelsea's struggles to secure a sponsor could be down to their reported asking price of £60m – an eye-watering sum that might be more than most brands are willing or able to pay. Meanwhile, Aston Villa is reportedly aiming high after their previous deal, but may need to adjust its sights significantly.
Some had hoped emerging sectors like AI and cryptocurrency would fill the void left by betting brands, but so far, that's not been the case. While Crystal Palace has landed an AI company in Temporal as their new sponsor, and Chelsea previously sported an AI firm on their shirt, it seems demand from these areas isn't meeting supply just yet – and for clubs like Fulham, Nottingham Forest, and Sunderland, that's leaving them stuck in the 'middle market', where non-betting brands don't value exposure as highly.