Premier League front-of-shirt sponsorship revenues rise to £444m

The front-of-shirt sponsorship revenue for Premier League clubs has increased by eight percent to £444 million this season, according to research by Ampere Analysis. Despite implementing a voluntary ban on gambling brands, the 20 clubs managed to replace the £67 million lost in sponsorship from betting and casino firms with £75 million in investments from other sponsors.

Clubs such as Aston Villa, Everton, and Brentford had to replace their main sponsors or shift them to sleeves and training kits. Adam Lewis of Ampere Analysis noted that the market has proven resilient, with AI, payment, and trading companies now featuring prominently on club kits. The Big Six clubs, including Arsenal and Chelsea, have seen a significant uplift in sponsorship revenue, with Arsenal's deal with Emirates and Chelsea's agreement with Circle contributing to an additional £45 million for the top six clubs.

Gambling sponsorship across all assets has declined by £92 million this season compared to the 2025-26 campaign, with betting deals falling by over 20 percent. The reduction in betting sponsorship came after the government increased gaming duty from 21 percent to 40 percent, and a new remote betting duty of 25 percent will be implemented next April, although horse racing will have a reduced tax rate of 15 percent.