clubs of Premier League may start the next season without a main sponsor on the shirts after the ban on betting companies on the front of the uniforms comes into force. The measure, agreed by the league after consultation with the British government, will come into effect from the 2026/27 season and is already starting to impact the teams’ commercial negotiations, according to a report from The Guardian.
According to the publication, at least nine clubs have not yet secured major sponsorship deals, while 12 teams have not signed contracts for next season. The departure of betting companies — which historically paid higher amounts to brand their brands — is expected to cause a collective loss estimated at up to £80 million (around R$500 million) in revenue for the clubs.
The ban was announced three years ago and included a transition period for clubs to seek new commercial partners. However, with the withdrawal of bookmakers from the market, teams with smaller budgets face greater difficulty in closing contracts, often accepting values up to 50% lower than previous agreements.
Meanwhile, the richest clubs, such as Arsenal, Liverpool, Manchester City and Manchester United, continue to have long-term contracts valued at between £50 million and £60 million per season, further widening the financial gap with other teams.
Despite the ban on main sponsorship, the league still allows betting companies to appear in other spaces, such as shirt sleeves and advertising signs in stadiums. Some clubs are even considering migrating current sponsors to these areas as a way of reducing the financial impact of the new rule.
The measure is part of a broader movement to reduce exposure to the game in English football, considered one of the most watched championships in the world, and could lead to significant changes in the league’s commercial model from next season onwards.
Fonte: Gaming365 – Brasil
