Premier League begins 2026/27 season with new jersey sponsorship rules

The 2026/27 Premier League season has commenced with significant commercial shifts. Following a voluntary collective decision made in 2023, betting companies are no longer permitted to occupy the primary sponsorship position on club jerseys. This transition has seen sectors such as tourism, finance, and technology taking over these prominent advertising spaces, while clubs like Chelsea and Sunderland began the season without a primary shirt sponsor.

Despite the removal of front-of-shirt betting logos, the gambling industry continues to seek alternative revenue streams through different products and platforms. Market data shows a period of intense restructuring within the sector; while the broader Gaming, Betting & Esports category has seen long-term growth, individual stock performances vary wildly. Companies like Flutter Entertainment and DraftKings have seen significant declines, whereas Rush Street Interactive and Penn Entertainment have experienced growth.