Premier League clubs ditch gambling logos, turn to tech and finance sponsors

Twenty years after gambling firms first appeared on Premier League shirts, clubs have collectively voted to eliminate such logos, ending a decade-long era of betting sponsorship. Eleven clubs previously carried betting or crypto casino branding, but eight now must secure fresh front-of-shirt partners, with Nottingham Forest, Sunderland and Chelsea still searching. Several teams have already signed with technology and AI companies—Crystal Palace with Temporal, Fulham with ClickHouse, and others with IFS—while finance firms like CMC Markets back Everton, making finance the leading sector with five clubs.

Professor Kieran Maguire of the University of Liverpool attributes the shift to clubs demanding higher commercial values and the reduced pool of gambling sponsors. The move continues a pattern that began in the late 1970s, evolving from local manufacturers to global tech and betting brands as the league’s worldwide appeal grew. Commercial revenue has surged dramatically, now accounting for a large share of club income, and front-shirt deals remain a key driver. Future sponsorships may increasingly feature AI and other tech firms as the betting market retreats.