How Premier League shirts will change with gambling sponsor ban

Premier League clubs are set to experience a significant shift in their shirt sponsorships this season, as a ban on gambling companies' logos on jerseys comes into effect. This change follows a two-year period where 11 of the 20 clubs featured logos from betting firms, ranging from online bookmakers to crypto casinos.

In the past, corporate logos on kits primarily consisted of local and foreign firms, such as Draper Tools, Crown Paints, JVC, and Sharp. However, as the Premier League's global appeal grew, sponsors expanded to various sectors, including technology and AI, with an increased interest from gambling companies. Eight clubs will be seeking new shirt sponsors, including Nottingham Forest, Sunderland, and Chelsea, who have only had a front-of-shirt sponsor in recent seasons.

Kieran Maguire, a professor of football finance at the University of Liverpool, attributes this shift to clubs' higher expectations from commercial deals, as their perceived value does not match that of sponsors. Chelsea, in particular, has struggled in recent seasons, pursuing a long-term deal at a price reflecting their current status as FIFA Club World Cup champions.

The Premier League's sponsorship landscape has evolved since the 1970s, moving from local and foreign firms to technology, alcohol, and now gambling. With the expansion of AI companies, it is likely that more names from this sector will appear on shirts in the future. Four clubs will have technology sponsors this season, with Ipswich and Manchester United among them.

However, finance has now become the leading sector, sponsoring five of the 17 teams, with Everton signing a deal with CMC Markets. Other gambling deals have been replaced by sponsors from insurance, tourism, and recruitment.