Gambling brands are off Premier League shirt fronts for the first time in years
The league's self-imposed betting ban took effect for 2026-27, and finance firms like CMC Markets and Vitality stepped into the space.
The Premier League's front-of-shirt gambling sponsorship ban officially took effect for the 2026-27 season, removing betting brands from the main sponsor spot on all 20 clubs' match jerseys for the first time in many years. Going into this change, gambling companies had held the primary front-of-shirt sponsorship on 11 of the league's 20 teams in 2025-26.
Everton's swap is the clearest example of the money in motion: the club moved from Stake.com, which had paid roughly £10 million a year, to CMC Markets, a UK financial services firm, in a restructured deal reportedly worth £25-30 million annually. Stake didn't disappear entirely, it shifted to Everton's sleeve.
Bournemouth made a similar move earlier, confirmed back in December, replacing betting sponsor BJ88 with Vitality, the insurer that already holds the naming rights to the club's stadium.
The ban only covers the front of the matchday shirt. Sleeve sponsorships and training wear are still open to betting brands, which is how Betano ended up as Aston Villa's sleeve sponsor and Tottenham's training wear partner even as it exits shirt fronts elsewhere.
Three clubs, Sunderland, Nottingham Forest, and Chelsea, are still without a confirmed front-of-shirt sponsor as the season opens. Finance is now the single biggest sector on Premier League shirts, followed by airlines, a genuine changing of the guard on the one piece of the jersey every collector's eye goes to first.
Sources
- https://www.footyheadlines.com/2646571793/betting-ban-takes-effect-no-more-gambling-sponsors-in-the-premier-league.html - https://www.footyheadlines.com/2026/04/nweverton-signs-cmc-markets-main-kit-sponsor-deal.html - https://www.footyheadlines.com/2025/12/gambling-sponsor-ban-bournemouth.html