Franchises in the English Premier League are set to lose over £126m ($167m) in total when the UK’s ban on gambling firms sponsoring soccer shirts kicks in at the start of the 2026-27 season.
nearly 58% of EPL teams will take the financial hit
According to research from UK sports betting community platform OLBG, nearly 58% of EPL teams will take the financial hit. As things stand now, 11 of a possible 19 franchises would have to find a new source of revenue in 2026-27 to replace the shirt sponsorship cash they’re receiving from betting firms.
Media reports estimate that current front-of-shirt sponsorship deals will earn the 11 franchises approximately £428.1m ($570.2m) this current season, with 30% of that money coming from sports betting and casino brands.
OLBG arrived at the £126m figure based on data from its 2023 gambling study that revealed gamblers in the UK spend an average of £27.98 ($37.26) per week, while 86% of soccer fans place small bets “occasionally.” Based on these figures, the OLGB was able to tally up the estimated advertising value of the soccer shirt sponsorship via in-person advertising.
In other words, the estimates are entirely based on soccer fans physically attending games. The £126m figure doesn’t count the value shirt sponsorship derives from home viewership, without which OLGB said would “add many more millions.”
According to the community platform, the 11 gambling branded franchises have drawn over 6.7 million soccer fans to their home games during the 2023-24 season.
OLGB revealed that based on strong home game support for West Ham FC, the team’s sponsor Betway showed the highest earning potential of approximately £63.8m ($84.9m).