As the Premier League prepares to implement its voluntary front-of-shirt ban on betting sponsors from the 2026/27 season, a quiet commercial arms race is already underway — and it’s happening on club sleeves.
While the move marks a significant pivot away from one of football’s most prominent advertising formats, the industry is not retreating. Instead, sportsbooks are simply repositioning — and Premier League clubs are moving swiftly to monetise new branding real estate.
The Rise of the Sleeve
Sleeve sponsorships are rapidly emerging as the next battleground for betting brands. Russell Yershon, Director at Connecting Brands, suggests that nearly half of all Premier League clubs could strike sleeve deals with betting partners ahead of the new restrictions.
Sleeves offer visibility on matchday, in post-match content, and during global broadcast coverage — at a fraction of the cost of front-of-shirt space. For clubs, this shift provides a new opportunity to raise asset pricing. For operators, it represents a more agile, multi-club marketing approach.
Training Kits and Tactical Inventory
Beyond sleeves, training kit sponsorships are also proving highly effective. Coaches wearing branded gear during press conferences and players donning training wear in weekly digital content offer sponsors repeated global impressions — a format that aligns seamlessly with the always-on, content-rich nature of the modern game.
Hospitality packages, media backdrop branding, and LED perimeter boards remain foundational assets in betting-focused partnerships, providing layered brand exposure that can now be tailored across clubs and regions.
Multi-Asset, Multi-Club: The New Playbook
With the single-club front-of-shirt strategy now obsolete, brands are diversifying. The new model sees operators:
- Pairing sleeve sponsorships across multiple clubs
- Adding training wear deals for consistent exposure
- Exploring stadium stand naming rights for broadcast relevance
- Leveraging digital-first fan engagement, particularly in Asia-facing markets
For many Asia-based brands that previously dominated front-of-shirt deals, this presents an opportunity to maintain visibility while reducing overexposure risk and improving ROI.
Proving Value, Not Just Presence
As scrutiny increases, sportsbooks are under pressure to prove the impact of their partnerships. Yershon points to the growing importance of content strategy — not just presence. He stresses the need for:
- Authentic activations with clubs and players
- Geo-targeted digital content that resonates with fans globally
- Maximising underutilised rights such as social video, watchalongs, and behind-the-scenes clips
This is especially vital as fan attention shifts from live betting to digital content — YouTube highlights, TikTok moments, and post-match reactions.
What It Means for Clubs, Leagues & Operators
At 365247 Consultancy, we see the sleeve boom as more than a stopgap — it’s a signal of a new commercial model in top-flight football. One that’s:
- Modular
- Content-led
- Globally scalable
Premier League clubs should now revisit their inventory pricing and packaging strategy, particularly for secondary assets. Betting operators must rebuild visibility maps across matchday and digital platforms. And leagues must prepare for increased scrutiny and regulation — especially from markets like the UK, where gambling reform is accelerating.
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