Betting Companies in Final Months as EPL Front-of-Shirt Sponsors

With the 2025-26 English Premier League (EPL) season just past its midway mark, the countdown for betting companies as front-of-shirt sponsors has begun. Since the league’s inception in 1992, no other industry has been featured as prominently as betting, which is deeply embedded in the sport and the broader UK culture.

In 2023, EPL teams collectively agreed to a ban on the most coveted kit spot beginning next season. At the time, eight teams featured betting companies in deals estimated to be worth £60M per year. Those figures have since grown significantly.

Betting Industry Dominates Front-of-Shirt Sponsors

Currently, 11 of 20 EPL teams feature betting companies on the front of their jerseys, with an estimated valuation of £100M. The full list of EPL front-of-shirt sponsors this season includes:

Will Betting Sponsors Gravitate Toward European Clubs?

With the impending ban coming in the EPL, one of the “biggest questions is whether sponsors will redirect their budgets toward European clubs.”

When it comes to current regulation in Europe, some leagues “are tightening controls” but many still allow betting brands on the front of shirts.

The Champions League and Europa League “deliver exposure across multiple territories, often to audiences” comparable to EPL broadcasts. This makes Europe an “increasingly logical destination for front-of-shirt investment” for companies seeking international growth.

But regulators are “paying closer attention to how gambling brands operate across borders, particularly when marketing reaches UK audiences.” Both sponsors and clubs will be “under pressure to demonstrate transparency, licensing compliance, and responsible messaging.”

Meanwhile, EPL teams need to adapt by finding a mix of sponsors to replace the income derived from betting companies as front-of-shirt sponsors. Tech firms, financial services, and entertainment platforms are among the prospective sectors, and “creative packaging will be key to maintaining commercial value.”

The EPL’s collective decision to ban gambling advertising effectively preempted any action by the UK government. Critics believe that such prominent ad displays contribute to the normalization of betting, especially among young people, and increase gambling harms.