The Premier League Is Changing the Game of Sports Sponsorship

For years, gambling brands have been one of the most recognisable parts of Premier League sponsorships. From the 2026/27 season, clubs can no longer have gambling companies as their main front-of-shirt sponsors. The decision was agreed back in 2023, and the new rules are now in effect.

But this change isn't just about who will take the space on the shirt.

It raises a much more interesting question: Who will be the next generation of major sports sponsors?

With gambling brands moving away, the space is increasingly being taken by companies from industries such as fintech, technology, AI, financial services and investment.

Some recent examples include Crystal Palace and AI company Temporal, Everton and CMC Markets, as well as Aston Villa and Visit Rwanda.

For these companies, the Premier League is about more than logo exposure. It's an opportunity to connect with a global audience, build credibility and become part of a culture already followed by millions of people.

Traditionally, sports sponsorship often came down to: BRAND + SHIRT = EXPOSURE

But today's audiences expect more. The strongest partnerships connect: BRAND × SPORT × FAN

This can happen through exclusive content, fan experiences, digital products, community programmes or creative campaigns.

So the real question isn't: "How many people will see our logo?"

It's: "What can this brand bring to the sport and its fans?"

That's where real sports marketing begins.

What does this mean for the future?

For clubs, this shift means finding new approaches to selling and activating sponsorships. For brands, it represents an opportunity to enter one of the world's most powerful sports ecosystems.

But the future won't necessarily belong to the brand that can afford the biggest logo. It will belong to the brand that can create the most relevant connection between brand, sport and audience.