Home of football statistics and historyA while back, many clubs were able to promote gambling sites. The 2026 football sponsorship version is different, and we can see many changes. For instance, in the UK, the ban states that there must be no gambling-related logos on the front of the players’ shirts. In Spain, gambling ads are completely banned.
In 2020, about 40% of Premier League clubs had gambling-related sponsors. In the mid-2010s, this figure generally ranged from roughly 35–60%, and in the 2020s, it has hovered around 40%. By the 2026/27 season, the number of front-of-shirt gambling sponsors is expected to fall to near zero due to regulatory restrictions. The average loss per club, per season, is between GBP 5 and GBP 10 million.
New Type of Sponsors
After the gambling sponsorship ban takes place, clubs will need a different type of sponsor. There are a few great examples that look promising and are already making deals.
Cryptocurrency Platforms
Examples here include Binance, Crypto, and many others. Even today, Kraken remains the official partner of Tottenham Hotspur. The time when cryptocurrencies were treated as taboo is long gone. Today, they are widely accepted. All of this means more crypto football partnerships are probable.
Tech and Software Brands
Tech is another excellent example of Premier League betting sponsors. In this case, we can see that TeamViewer has been behind Manchester United since 2021. With the presence of AI, these deals will become more common.
Sustainable Energy Companies
Electric vehicle manufacturers and brands focused on renewable energy look promising. These industries are growing as we speak, so odds are high they will use more sponsorships in the near future. Don’t forget that SolarPower is a UEFA partner, and they try to promote renewable energy used during the games. This is the type of post-gambling era sponsorship most fans like.
Metaverse and Web3 Options
This is an interesting option. With Web3 and the Metaverse, viewers can experience a virtual stadium, use fan engagement platforms, and enjoy NFT brands. We can add that gambling advertising restrictions will make this possible.
Classic Sectors
Telecommunications, footwear, airlines, and automotive brands have been significant parts of football sponsorships in the past. For example, Nike has sponsored the Oregon Ducks for years. Take a look at their conference playoff schedule, and you will see plenty of Nike logos. Well, Nike and other brands of the past will return as alternative football sponsors after the gambling ban.
Financial Implications After the Ban
After the ban, the football club’s revenue streams will decrease. We can already see that Everton loses GBP 10 million per year once the gambling platform stops sponsoring the club. This is a big issue. Many teams had connections with gambling sponsors in the past.
Here are a few examples:
- Sevilla and 888 Sports
- Sevilla and Marathonbet
- Valencia and Unibet
- Tottenham and MansionBet
It’s worth noting that a large share of these gambling sponsors were not just sportsbooks. Many were online casinos or hybrid platforms offering casino games and sports betting, which made their exit even more visible in club budgets. For anyone who wants a clearer sense of what this market looks like beyond football headlines, they can refer to Slotozilla. Their expert team evaluated major UK casino sites to provide a straightforward overview of major brands and how they compare.
These and many other deals are affected by the ban. Due to new Premier League and LaLiga laws, sponsor changes are massive. Teams are losing sponsors and, as such, the income they need.
Changes Per Region
Sports marketing trends vary by country and, therefore, by league. Here is a table showing the differences in gambling-related sponsorships per region.
| Region | Active Status | Main Facts |
| UK | Voluntary ban | Affects the front of the t-shirt. |
| Spain | Complete ban | Any form of gambling ads is banned from LaLiga. |
| Germany | Strict rules | Gambling sponsors were rare in the league. |
| Italy | Full ban since 2019 | Nationwide prohibition on gambling advertising and sponsorship under the “Decreto Dignità”. |
| Eastern Europe | No strict ban | Gambling companies are the main sponsors. |
| Middle East | Complete ban | Ban due to religious reasons. |
This also creates an inequality. Teams with gambling sponsors can generate more income and invest in themselves. Others don’t have this advantage, making sustainable sports sponsorship much harder.
New Marketing Approaches
The ban has driven shirt sponsorship evolution, with sleeves emerging as the top location for logos. Also, data-driven fan engagement is more critical than pure visibility nowadays.
Another new approach is stadium naming rights, which becomes more appealing to the sponsors. Even in the past, there were some impressive stadium naming deals that generated massive revenue for the teams.
Another significant change is the virtual fan experience. Fans would be able to enjoy a match from home. The next possible approach is to place greater emphasis on ESG sponsorship of football. More fans are interested in sustainable energy, so these partnerships are already looking interesting.
Challenges and Possible Issues
Although blockchain football deals look promising, they are not ideal. Using cryptocurrencies comes with its own risks, such as decreased value or complete loss. In addition, some players have reported that Web3 logos and crypto trading are even worse than promoting gambling sites.
Smaller clubs are forced to deal with an unknown crypto platform, which can damage their reputations and even cause severe financial issues.
Possible Outcomes Between 2026 and 2030
How will sponsorships in football look between 2026 and 2030? There are a few possible outcomes that you need to know about.
- Gambling sponsors will be banned entirely by 2028.
- Crypto, AI, and tech brands will become #1 sponsors.
- Having multiple sponsors will be a new trend.
- Clubs will likely choose sponsors that promote youth engagement and support the local community.
These are just some of the possible outcomes. One thing is sure, though. Gambling and football are something that won’t be seen for many more years.
The Final Word
In the absence of a better word, football finance transformation is already in place, and significant changes are on the way. As always, smaller teams will be more affected, and they will need more time to recover. But even large clubs like Everton will be affected by the ban. For some, this ban is essential. For others, it makes no sense. One way or another, it’s a part of evolution.
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