In recent years, football clubs have increasingly leaned on gambling and gaming companies as lucrative sponsorship partners. For the 2024/25 Premier League season, many clubs had some form of deal in place with betting brands. It's an explosion that isn't merely promotional; it drives significant revenue, with the league pocketing millions as a result.
Manchester City's Exposure in the Gambling Era
Although Manchester City's primary sponsor remains Etihad Airways, a non-gambling brand, the club has not completely shied away from the trend. In the past, City had a partnership in place with K8, a gaming operator from Asia. It underlined City's determination to extend their reach into new regions, without placing a gambling sponsor on their main kit.
The Aston Villa and Betano Breakthrough
One of the most prominent recent additions is the deal between Aston Villa and Betano, signed in April 2024. Valued at around £20 million per year, this principal partnership secures Betano's placement front and centre on Villa's shirts and off-pitch assets. This arrangement also empowers Betano to feature prominently in stadium branding and across digital platforms.
It's important to note that it also establishes Aston Villa and Betano as somewhat of a case study in how Premier League clubs leverage gambling partnerships to bridge revenue gaps. In doing so, they remain competitive with so-called bigger teams.
The Regulatory Backdrop & Impending Change
Despite the financial upside, such seals are attracting regulatory scrutiny. The Premier League has enacted a self-imposed ban: starting with the 2026/26 season, front-of-shirt gambling sponsorships will be prohibited, though sleeve, stadium, and digital placements remain allowed. A recent study suggests that the ban could reduce average sponsorship values by around 40%, disproportionately affecting clubs reliant on gambling revenues. Smaller clubs may struggle to fill the void, while the market could present opportunities for non-gambling sponsors seeking Premier League visibility.
Financial Gains vs Social Costs
The allure of gambling sponsorships tracks closely with their profitability. But the normalisation of gambling imagery on club websites and across social media has generated concern. Critics believe that the decision to ban front-of-shirt gambling sponsors from the 2026/27 Premier League season is a step in the right direction.
Ultimately, it may mean that clubs are down on revenue temporarily until they make the necessary adjustments. At the same time, clubs will know that a move away from front-of-shirt gambling sponsors is a positive move, particularly for vulnerable and young fans.
Final Thoughts
The rise of gambling sponsors in football reflects deep economic forces: lucrative gains pose long-term societal and regulatory questions. Manchester City's measured approach contrasts with a more full-throttle embrace by Aston Villa, via their high-value Betano deal. As game-changing bans approach in 2026 and public sentiment evolves, clubs face a crossroads.
The unfolding story of football sponsorships will be defined not just by sponsors on kits, but by how the sport balances financial ambition with social responsibility, especially from the 2026/26 Premier League season onwards.