In this season, more than half of front-of-shirt sponsors for teams playing in the English Premier League are gambling operators. The last side to enter this group is AFC Bournemouth, currently sponsored by an Asian sports betting brand. EPL teams sponsored by betting companies are now 11. The tournament features 20 teams in total.
Bournemouth joins Aston Villa, Brentford, Crystal Palace, Everton, Fulham, Leicester, Nottingham Forest, Southampton, West Ham and Wolverhampton in featuring this kind of brand on their team shirts. Gambling operators are really interested in closing partnerships with EPL sides since this is the most popular football championship in the world and there are a lot of bettors trying their luck on English football matches every week.
What is the economic impact sponsors have on football teams?
This partnership is important to either side of the contract. While teams see an increase in their earnings, betting companies also gain some benefits, such as a major increase in advertising. Although the latter is very heavily used online, where users are attracted by the various promotions offered by the platforms, brand popularity matters also offline. This is the reason why companies try to show they are close to the game, by closing sponsorships with football teams.
Thanks to the many comparison sites, it is possible to always find the best deals of the moment, such as free bets on Oddschecker, which allow users to try their luck without any need to open their wallets! This is a nice way to bet for fun and check if a hunch about a match was correct. The most important thing about betting is having a good time and doing it almost for free is a nice way of enjoying a healthy bet without any concern.
A main sponsor, the one that teams put on their shirts, giving it a lot of visibility, is always associated with the name of the side itself. The Premier League Commission lifted some ethical questions about gambling companies as sponsors, but the teams didn’t pay a lot of attention. After all, we are looking at very profitable contracts.
A code of conduct about how to deal with betting companies
The EPL and other UK sporting bodies issued, last summer, a code of conduct defined as socially responsible. The aim was to protect vulnerable viewers by keeping sponsorships in check. This code has been signed by the EPL, the English Football League, the Football Association and the Women’s Super League.
It was formally adopted in August, at the beginning of the 2024-2025 season, to accept the government’s guidelines written in a dedicated gambling white paper. The code focuses on protection, social responsibility, reinvestment and integrity.
There would be alternative ways to close contracts between teams and gambling operators. Even if the EPL is not keen on allowing betting companies to occupy the front of the shirts, they could be featured on training kits or surfaces around the stadiums.
This move, while addressing concerns about the pervasive nature of gambling advertisements, presents financial challenges for clubs that have relied on lucrative deals with betting firms. The estimated £60 million per year generated from such sponsorships underscores the economic impact of this decision. Clubs now face the task of identifying alternative revenue sources to replace these substantial sponsorship deals.
One viable solution could be the expansion of broadcasting rights, particularly in international markets. The global appeal of English football provides an opportunity to secure larger revenues from selling TV rights abroad, potentially compensating for the loss of gambling-related sponsorship income. Additionally, partnerships with companies in sectors such as technology, finance, or consumer goods remain promising, though matching the financial benefits previously provided by gambling firms may still prove challenging.
