Betting companies continue to play a major role in global football sponsorships, particularly in the Premier League, widely considered the most commercially successful football competition in the world.
Currently, 17 of the league’s 20 clubs maintain sponsorship agreements with betting operators, highlighting the industry’s continued influence within top-tier football.
Premier League Clubs Maintain Strong Betting Partnerships
Among these partnerships, 11 clubs feature betting brands as front-of-shirt sponsors, a highly visible marketing position in professional football.
Teams with betting sponsors displayed on the front of their shirts include:
- Aston Villa FC
- AFC Bournemouth
- Brentford FC
- Burnley FC
- Crystal Palace FC
- Everton FC
- Fulham FC
- Nottingham Forest FC
- Sunderland AFC
- West Ham United FC
- Wolverhampton Wanderers FC
In addition, six other clubs have partnerships with betting companies through regional or digital-focused sponsorship agreements rather than primary shirt branding. These include:
- Arsenal FC
- Brighton & Hove Albion FC
- Chelsea FC
- Manchester City FC
- Newcastle United FC
- Tottenham Hotspur FC
These figures illustrate the strong commercial connection between football clubs and the global betting industry.
Premier League to Ban Front-of-Shirt Betting Sponsors
Despite the scale of existing partnerships, the Premier League is preparing to introduce new sponsorship rules.
Beginning with the 2026/27 season, betting companies will no longer be allowed to appear as front-of-shirt sponsors for clubs. However, operators will still be permitted to place branding on shirt sleeves and the back of kits, allowing the sector to maintain visibility in the league.
Industry observers note that this compromise reflects the economic importance of betting sponsorships while addressing concerns about gambling exposure in sports.
Responsible Gaming Remains a Key Issue
Digital influencer Daniel Fortune, who focuses on betting trends and responsible gambling, commented on the broader implications of the continued partnerships.
According to Fortune, the decision to limit—but not completely prohibit—betting sponsorships reflects the global and strategic role of gambling operators in football marketing. At the same time, he emphasized that expanding market visibility should be accompanied by stronger messaging around responsible gaming.
Betting Sponsorships Decline in Brazil’s Top Division
While betting sponsorships remain widespread in England, the trend has begun to shift in Brazil.
During the 2025 season of the Campeonato Brasileiro Série A, 19 of the 20 clubs in the league had sponsorship agreements with betting operators.
However, the number has declined significantly in the 2026 season, with several teams choosing not to renew existing deals.
Clubs that ended betting partnerships include:
- Esporte Clube Bahia
- Coritiba
- Grêmio
- Sport Club Internacional
- Mirassol Futebol Clube
- CR Vasco da Gama
As a result, only 13 teams in the Brazilian top division now maintain betting sponsorship agreements.
Meanwhile, Red Bull Bragantino has historically avoided betting sponsorships, which also affects the overall total.
Regulatory Changes Influence Football Sponsorship Trends
As gambling regulations evolve across different markets, football clubs and betting operators are increasingly balancing commercial opportunities with regulatory requirements and responsible gaming considerations.
The contrasting trends between England and Brazil demonstrate how regional regulations and market dynamics continue to shape the relationship between football and the betting industry.
