The Premier League continues to showcase an increasing number of sponsorships from gambling and cryptocurrency brands.
In the 2024/25 season, 11 of 20 clubs There are gambling companies as their main shirt sponsors, while cryptocurrency-related sponsors also play an important role. Despite growing ethical controversy surrounding these partnerships, they remain an important source of revenue for clubs.
The role of betting sponsorship in the Premier League
Bookmakers will spend a total of around $179 million on sponsorship deals in the 2024/25 season, making betting the second-largest source of sponsorship revenue after the apparel industry. Front-of-shirt sponsorship is a major focus, with 11 teams partnering with betting brands such as Stake.com, Hollywoodbets and Betano.
Smaller clubs often rely more on gambling sponsorships as these deals tend to provide higher financial returns than non-gambling sponsors.
Casino brands, especially online platforms, play an important role in football sponsorship. Many of these partnerships are aimed at reaching a broad audience of football fans that overlap with online gaming enthusiasts. Platforms such as kings casinoleading UK online casinoespecially popular with players.
However, big changes are coming, with the Premier League having agreed to phase out gambling sponsorship on the front of shirts ahead of the 2026/27 season. While the ban only applies to shirt sponsorships, bookmakers can still advertise through other means, such as sleeve sponsorships or in-stadium branding.
Cryptocurrency sponsorships are growing in influence
Cryptocurrency brands have also increased their sponsorship of the Premier League. Cryptocurrency sponsors offer lucrative deals, reflecting the rapid expansion of blockchain-based businesses.
Nottingham Forest, for example, has partnered with sports-focused crypto platform Kering Sports. Likewise, other clubs have explored Cryptocurrency exchange or decentralized platformin line with the digital currency craze.
However, cryptocurrency sponsorship faces challenges such as market volatility and regulatory issues. Still, their popularity persists as they align with a younger, tech-savvy demographic.
Financial insights into Premier League sponsorship
The total value of sponsorship deals for the 2024/25 Premier League season reaches a record $1.68 billion. Gambling brand contribution This figure is $179 millionwhile other industries such as apparel, financial services, travel and tourism accounted for the remainder.
Manchester United tops list for total sponsorship revenue, deal value $326.8 million. Arsenal’s long-term partnership with Emirates remains one of the most stable sponsors, running until 2028.
The future of gambling and crypto sponsorship
The upcoming ban on gambling sponsorships on the front of shirts will reshape the Premier League’s sponsorship landscape. Clubs may turn to industries such as financial services, technology or entertainment to fill the void left by bookmakers.
as seen Spanish La Ligaa complete ban on gambling sponsorship, like Cryptocurrency Casinothis shift could lead to increased collaborations with brands outside of the gaming and crypto industries.
When it comes to cryptocurrencies, regulatory clarity and market stability may determine their level of involvement in future sponsorship deals. Cryptocurrency’s innovative appeal makes it a candidate to maintain or even expand its influence in football marketing.
in conclusion
Casinos and cryptocurrency sponsorships have significantly shaped the Premier League’s financial landscape. These partnerships provide vital support to clubs while allowing brands to reach large audiences. However, their controversial nature ensures that discussions around regulation and ethics will continue to evolve.
