Premier League clubs are entering a new commercial era after the league’s voluntary ban on front-of-shirt gambling sponsorships came into effect, with technology firms, financial services companies and tourism brands emerging as the biggest beneficiaries.
The ban, introduced by Premier League clubs in 2023, officially applied from the start of the 2026/27 season, ending years in which betting companies dominated the front of matchday shirts across England’s top flight.
Clubs are now attracting sponsors from sectors including fintech, artificial intelligence, software infrastructure, airlines and sovereign investment, signaling a significant shift in football’s commercial landscape.
While some clubs may experience a short-term drop in sponsorship income, the long-term outlook remains positive as new industries increase their investment in football.
Among the clubs already reflecting the new trend, Crystal Palace have signed AI company Temporal as their front-of-shirt sponsor, while Everton have partnered with financial services firm CMC Markets.
Aston Villa, meanwhile, have secured a sponsorship agreement with Visit Rwanda, further highlighting the growing interest from tourism and destination marketing organisations.
The report suggests the Premier League’s commercial appeal remains strong despite the departure of gambling brands, with companies outside the betting industry increasingly viewing football as one of the most effective platforms for global exposure.
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Software infrastructure companies could become the dominant shirt sponsors in the Premier League by 2028, describing the trend as a “Tech Gold Rush” driven by increased competition among technology businesses seeking international visibility.
The shift follows growing scrutiny of the relationship between football and gambling, with clubs collectively agreeing to phase out betting companies from the front of playing shirts while continuing to allow other forms of commercial partnerships within existing regulations.
Although gambling firms will no longer feature prominently on players’ jerseys in the Premier League, the report indicates that clubs have been successful in attracting replacement partners from sectors with growing global influence and substantial commercial resources.
