The Rise and Fall of Gambling Sponsors in the Premier League

But is the damage unrepairable?

After a decade of domination, betting companies will experience a retirement of their own. The 2003/24 season saw the Birth of Betting in the Premier League. Fulham signed an agreement with Betfair and set off a timer, for which 28 different clubs would listen to. Over twenty years later, the final race is nearing. The beginning of the 2026/27 will see an end to betting sponsorships in the Premier League.

Before gambling companies began rolling the dice, electrical businesses were throwing sixes. From Manchester United to Aston Villa, Sharp and Mita Copiers were thriving. Their screws were fixed tightly to the shirt of English Champions. Soon after, the phones began to ring. O2 and Vodaphone replaced the old, and the new was thriving.

The 2010’s experienced a shift. Casinos were in, and phones was out. Gambling companies offered lucrative deals, seeing more and more clubs put pen to paper.

Clubs began to fall like dominos. From barely a handful to almost half, betting companies were doing exactly what they promoted – making clubs money.

2007/08 season saw a record high. Seven clubs had deals with betting companies and more were interested. The decade that followed saw more deals and more money.

By 2023/24; nine clubs were a part of the growing numbers.

The current 2024/25 season has seen an all-timer. Eleven clubs. A 15% rise from the season prior. Despite the impending ban, more cubs than ever have signed.

These companies pay more, the clubs make more. Easy business without risk. Bournemouth’s current sponsor, BJ88, paid 185% over market price for the centre placement.

England’s impending ban is late to the closure. La Liga and Serie A both introduced betting bans, to prohibit youth interest in the ever-popular vice.

In English football, betting sponsors were found to feature every 2.75 minutes. These typically feature in the form of pitch-borders and branded shirts.

Despite the ban rearing its head, damage has been done.

Football is the most popular sport for betting activity, with over £1.1 billion generated in revenue annually.

With popularity at an all-time high, for both the club and the fan, has the damage been done? Other leagues caught the betting virus early, but the Premier League has become all consumed. The desensitisation has reached the youth.