Premier League Ends Front‑Shirt Gambling Sponsorships, Fintech Firms Take Over

From the 2026‑27 season the English Premier League will no longer display gambling company logos on the front of club shirts. The change follows a voluntary collective ban agreed by the clubs in 2023 and formalised for the new season.

The removal creates an estimated £80‑100 million revenue gap, which clubs are filling with sponsors from the technology, fintech and investment sectors. Crystal Palace signed a multi‑year deal with AI‑focused software firm Temporal, while Everton partnered with FCA‑regulated online trading platform CMC Markets in a deal reportedly worth about £30 million over three years. Brentford upgraded its agreement with job‑search platform Indeed and Bournemouth expanded its front‑shirt rights with health‑insurance provider Vitality.

The shift was highlighted in a Nielsen Sports report, noting the end of a decade‑long era dominated by betting firms and the emergence of a more diversified commercial model. UK regulators have warned clubs against partnering with unlicensed crypto or trading firms, ensuring new sponsors meet financial‑services standards.