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Include Betfair, which became the first betting company to appear on a Premier League club shirt in 2002-03, and they have teamed up with half a dozen. The traditional ‘Big Six’ have found other sectors offering vast financial support, but many of the mid-to-lower-end clubs will have to rethink their strategy.įulham, for example, have had a betting sponsor for seven of the past 10 seasons, a run that has included five brands. Premier League clubs’ commercial teams will now have to diversify in pursuit of their biggest sponsorship deals.

The length of that new deal, coincidentally, was three years. Aston Villa, too, will join the search after teaming up with online casino BK8 for next term.

That means eight of the current 20 top-flight clubs - Bournemouth, Brentford, Everton, Fulham, Leeds United, Newcastle United, Southampton and West Ham United - must look elsewhere for a primary commercial partner for the 2026-27 season. Sleeve sponsorships are still expected to be permitted under revised laws but this is the Premier League’s best attempt to appease the UK government before a long-awaited review of gambling laws coming later this month.

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