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Premier League to lose £80M over gambling ads ban on team shirts
Premier League clubs are now left without main sponsors following the government’s decision to ban gambling brands from the front of shirts, with projected financial losses reaching up to £80 million per season.
The voluntary ban, which was implemented after a consultation with the UK government, will remove one of the biggest sources of Premier League sponsorships, and early replacement agreements show a clear decrease in valuation. Some clubs have signed contracts worth 50% less than the previous gambling deals, while others are struggling to find front-of-shirt replacement deals. Reports suggest that nine clubs still have to find new shirt sponsors for the coming season.
It is still allowed to advertise gambling brands on other parts of clothing, such as shirt sleeves, so some teams have moved to restructure the partnerships instead of terminating them. Moving gambling partnerships from shirts to pitchside advertising is also still permitted, as Newcastle recently signed a similar deal with its sponsor.
On the other hand, clubs like Arsenal, Manchester City, Manchester United, and Liverpool are widening the financial gap in the league because of their long-term international sponsorships worth over £50 to £60 million annually.
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