With the Premier League’s front-of-shirt gambling sponsorship ban set to take effect from the 2026/27 season, clubs are already rethinking their commercial strategies. The shift is clear — rather than severing ties with betting companies altogether, many are exploring alternative placement opportunities to maintain these lucrative partnerships.
Sleeves Take Centre Stage
In the coming seasons, sleeve sponsorships are expected to become some of the most valuable real estate in football marketing. Without the option of front-of-shirt visibility, brands — particularly in the gambling sector — are positioning themselves to secure these spots before competition intensifies.
Industry observers note that this is not merely a downgrade in visibility. As football content continues to expand beyond matchday broadcasts, sleeve sponsors still benefit from substantial exposure across highlights, photography, and global media coverage.
The Rise of Training Kit Sponsorship
Another area attracting increasing investment is the training kit. With clubs producing constant behind-the-scenes and match preparation content, these kits often receive as much — if not more — screen time than the actual matchday strip. From press conferences to pre-match warm-ups, training kit sponsors are embedded into the daily visual narrative of modern football.
Some industry experts suggest this kind of placement could prove more valuable in the long term, particularly for global brands seeking year-round engagement rather than just matchday impressions.
Financial Realities
While betting brands have historically paid above market value for front-of-shirt exposure, it remains uncertain whether other industries will match those inflated fees. Data from sponsorship analysts shows that certain deals in recent years have exceeded double the market rate, underlining the premium gambling operators have been willing to pay for that prime positioning.
Even so, the Premier League’s commercial pull remains unrivalled, and many believe new sectors — from technology to finance — will eventually fill the gap.
A Closing Window for Current Deals
For clubs like Nottingham Forest, securing a high-profile partnership with a licensed and globally recognised brand such as Bally’s ahead of the ban serves two purposes. It capitalises on the remaining seasons where front-of-shirt deals are still permitted, and it establishes relationships with partners capable of delivering sustained brand visibility and meaningful fan engagement.
Beyond the Shirt
The upcoming ban marks a turning point in the league’s relationship with the gambling industry. While it will end the presence of betting logos on the front of Premier League shirts, it won’t remove gambling sponsorship from the game entirely. Instead, expect to see these partnerships shift toward sleeves, training gear, stadium signage, and integrated marketing campaigns designed to maximise visibility in new ways.
As the 2025/26 season approaches, this repositioning is already reshaping the sponsorship landscape — and for many clubs, it’s not the end of the relationship with betting brands, just the start of a new chapter.
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