| Updated: For much of the past decade, betting companies were a defining feature of Premier League shirts. That changes in 2026/27, when the clubs’ voluntary agreement to remove gambling brands from the front of match shirts takes effect.
SportingPedia compared the front-of-shirt partners of all 20 Premier League clubs in 2025/26 with those attached to the 20 teams competing in 2026/27. The change is substantial. Eleven clubs had gambling sponsors in the final season before the restriction, meaning betting brands occupied 55% of all Premier League shirt fronts. For the upcomming 2026/27 campaign, there are none.
What has replaced them is more revealing than the disappearance itself. No industry has inherited gambling’s former dominance. Finance is now the largest category with five clubs, while technology and airlines each appear on three shirts. Insurance, recruitment, telecommunications, tourism and food and beverage brands add further variety, turning a market once dominated by a single industry into a much broader commercial mix.
Premier League Front-of-Shirt Sponsorship by Sector: 2025/26 vs 2026/27
Share of all 20 Premier League clubs in each season
Data Source: Footballkitarchive
Gambling did not merely lead the front-of-shirt market in 2025/26. It appeared on 11 shirts, more than all other commercial sectors combined. Finance was a distant second with three clubs, airlines had two, while tourism, food and beverage, and technology appeared once each. Chelsea were the only side without a front-of-shirt sponsor.
For 2026/27, the structure changes completely. Finance leads with five clubs, but its 25% share is less than half the 55% held by gambling one season earlier. Technology and software and airlines each account for three clubs, while five other industries are represented across the league.
The biggest change is therefore not the emergence of a new dominant sector, but the disappearance of the concentration that defined the previous market. The share held by the largest category falls from 55% to 25%, while the number of represented commercial industries increases from six to eight.
Premier League Clubs by Front-of-Shirt Sponsor Sector 2026/27
Number of clubs by front-of-shirt sponsor sector
Data Source: Footballkitarchive
Finance Emerges as the Largest Sponsor Category
Financial companies now occupy more Premier League shirt fronts than any other industry. Liverpool continues with Standard Chartered, Brighton retains American Express and Tottenham remain partnered with AIA. Coventry City arrives in the Premier League with Monzo, while Everton moves from Stake.com to CMC Markets.
That takes finance from three clubs in 2025/26 to five in 2026/27, increasing its share from 15% to 25%. Even after that expansion, however, finance appears on fewer than half as many shirts as gambling companies did a season earlier. Vitality’s Bournemouth partnership would take the finance-related total to six clubs if insurance were included within the broader financial-services category, but we treat insurance separately according to the companies’ core businesses.
Technology Expands to Three Clubs
Technology also expands its Premier League presence in 2026/27. Manchester United continue with Snapdragon, while Crystal Palace replace NET88 with Temporal and Fulham move from SBOTOP to ClickHouse. Technology and software therefore rise from one front-of-shirt partnership in 2025/26 to three in 2026/27, taking the sector’s share from 5% to 15%.
Nielsen Sports has forecast that software infrastructure companies could become the dominant front-of-shirt category by 2028, but the first season under the new restriction does not show a technology takeover. Finance currently leads with five clubs, while technology and software are level with airlines on three each.
Six of the Eight Clubs That Stayed Up Have Replaced Their Gambling Sponsor
Eleven Premier League clubs carried gambling brands on the front of their shirts in 2025/26, but Burnley, West Ham and Wolverhampton were relegated at the end of the season. Coventry City, Hull City and Ipswich Town take their places in the Premier League for 2026/27, leaving eight clubs that both remained in the division and had to move away from a gambling front-of-shirt sponsor.
Six have already secured replacements. Aston Villa moves from Betano to Visit Rwanda, Bournemouth from bj88 to Vitality, Brentford from Hollywoodbets to Indeed, Crystal Palace from NET88 to Temporal, Everton from Stake.com to CMC Markets and Fulham from SBOTOP to ClickHouse. Nottingham Forest and Sunderland are the two clubs from that group currently without a front-of-shirt partner.
Six of the eight clubs, or 75%, have therefore filled the space with a new partner. Those replacements are spread across tourism, insurance, recruitment, technology and finance, with technology the only sector to secure more than one of the six deals through Crystal Palace and Fulham.
Promoted Clubs Add Three More Industries to the Mix
The promoted clubs broaden the sector mix further. Coventry City enter the Premier League with digital bank Monzo, Hull City with Corendon Airlines and Ipswich Town with telecommunications company HALO, meaning all three arrive with sponsors from different industries.
Three gambling-sponsored clubs were relegated and replaced by three promoted clubs with non-gambling sponsors, so part of the year-on-year change comes from promotion and relegation as well as the new front-of-shirt restriction. The 2026/27 Premier League consequently contains a broader mix of sponsor industries than the previous season.
Three Clubs Currently Have No Front-of-Shirt Sponsor
The number of clubs without a front-of-shirt sponsor has also increased. Chelsea were the only Premier League side without a listed partner in 2025/26, while Nottingham Forest and Sunderland join them in 2026/27. That takes the total from one club to three, or from 5% to 15% of the league.
Nottingham Forest and Sunderland both carried gambling brands a season earlier and are the only two clubs from the eight surviving gambling-sponsored sides that have not yet filled the position. Sponsorship values are not available across all of the deals, so the vacant space cannot be used to infer a financial loss, but it does show that not every affected club has secured a replacement partner.
Airlines Rise to Three Clubs as the Sponsor Mix Broadens
Airlines occupy three shirt fronts in 2026/27. Emirates continue with Arsenal, Etihad Airways with Manchester City and Corendon Airlines arrive with promoted Hull City, taking the category from two clubs to three. Food and beverage brands also increase their presence, with Red Bull remaining at Leeds United and Newcastle United moving from Sela to Knox Hydrate.
Elsewhere, Aston Villa’s switch to Visit Rwanda keeps tourism represented, Vitality introduces insurance through Bournemouth, Indeed brings recruitment into the league through Brentford and HALO adds telecommunications through Ipswich Town. Financial-services companies, software businesses, airlines, drinks brands, tourism organisations, insurers, recruitment platforms and telecommunications companies are therefore all represented across Premier League shirt fronts in 2026/27.
Premier League Kit Suppliers: 2025/26 vs 2026/27
Number of clubs supplied by each brand
Data Source: Footballkitarchive
Kit Suppliers Tell a Very Different Story
While front-of-shirt sponsorship has changed substantially, the market for the shirts themselves remains far more stable. Adidas supplies eight of the 20 Premier League clubs in 2026/27, exactly the same number as in 2025/26, giving the German manufacturer a 40% share. Arsenal, Aston Villa, Fulham, Leeds United, Liverpool, Manchester United, Newcastle United and Nottingham Forest all wear Adidas.
Nike is also unchanged with Brighton, Chelsea and Tottenham, leaving it on three clubs and a 15% share. Adidas and Nike therefore supply 11 of the Premier League’s 20 teams between them, or 55%. Hummel records the biggest increase, rising from one club to three as Bournemouth switched from Umbro and promoted Coventry City joined Sunderland in wearing the brand.
Castore falls from two clubs to one following Burnley’s relegation, with Everton remaining in its portfolio. Umbro also drops from two to one as Bournemouth move to Hummel and West Ham are relegated, although promoted Ipswich Town keep the brand represented. Sudu leaves the Premier League with Wolverhampton, while Hull City introduces Oxen.
Nine different kit suppliers were represented in 2025/26 and nine are represented again in 2026/27. The names change slightly, but the overall balance remains remarkably stable compared with the transformation in front-of-shirt sponsorship.
The Front-of-Shirt Restriction Does Not End Gambling Sponsorship in Football
The 2026/27 restriction applies specifically to gambling companies appearing on the front of Premier League match shirts. It does not amount to a complete ban on betting sponsorship in English football, and gambling brands can still appear in other commercial positions where permitted, including sleeves, training wear and other partnership categories.
The front of the shirt remains one of the most visible commercial spaces available to a club, however, and its transformation is significant. The Premier League has moved from a market in which one industry occupied more than half of all available shirt fronts to one in which the leading sector accounts for only a quarter.