Premier League bans betting sponsorship on shirts from 2026.

The Premier League has decided to ban the display of gambling brands on the front of the shirts of clubs competing in the competition. The measure came into effect from the 2026/27 season. The decision only affects the prime space on the shirts, considered the most valuable for advertising exposure in English football.

The ban comes in response to growing concerns about the influence of sports betting in the United Kingdom. British authorities have intensified their scrutiny of the gambling sector in recent years, resulting in more restrictive measures for advertising by these companies.

Premier League clubs will have approximately two years to adapt to the new rule. The measure is specifically limited to the front of the shirts, but allows teams to maintain other partnership formats with betting companies.

Despite restrictions on the main part of the uniforms, betting companies will still be able to sponsor shirt sleeves, training equipment, and maintain a presence on LED panels around the fields, in addition to digital partnerships. There is an expectation that some clubs will become more dependent on sleeve sponsorship deals, the value of which has increased due to their growing visibility.

The decision represents a significant change in the commercial landscape of English football, as many clubs receive considerable sums from this type of sponsorship. For betting companies, the measure means the loss of an extremely valuable marketing channel in the English market.

With the ban in place, gaming companies will likely seek opportunities in other European countries where visibility remains unrestricted. European competitions such as the Champions League and the Europa League, which provide broad global reach, could become attractive alternatives for sponsors seeking to maintain continued visibility.

“Partnerships must also withstand regulatory scrutiny and public perception,” the statement said regarding the new requirements for sponsors wishing to maintain their association with English football, highlighting that “visibility alone is no longer sufficient” in the current regulatory landscape.