The first team to sign an agreement with a betting company was Fulham, in 2002-2003. The deal with Betfair lasted only one season.
In the 2003-2004 season, no team had a betting company as a sponsor. It was the last year in which this happened in the most important football league in England.
At least 42 different betting companies have already taken on the master sponsorship of clubs in England. In some cases, they have financed more than one team. These include Betano, Betway, Bodog, Sportsbet, Betfair, BC.Game, Stake, among others.
Record in 2024-2025
The 2024-2025 season broke a record for the number of clubs with Bets as their main sponsor. In practice, 55% of the teams are sponsored by bookmakers. Previously, the record for teams with sponsors from the sector was recorded in the 2016-2017 and 2019-2020 seasons, both with 10 clubs supported by bookmakers.
Ban to ‘Bets’ in the future
The Premier League will undergo a significant change in its sponsorships in the 2026-2027 season. In April 2023, the league released an official statement informing that the 20 clubs had decided to ban master sponsorship from bookmakers. The vote was held at a meeting that month.
Thus, the league is preparing for a major transformation in its sponsorship deals. Even with the imminent ban, deals with bookmakers continue to increase. Teams such as Leicester and Southampton, who have been promoted to the top division of English football, and Aston Villa have recently signed partnerships with bookmakers for the current season. The ban will only affect the front of the jerseys.
Sleeve sponsorship and LED advertising at the side of the pitch will continue to be permitted. The measure ensures that clubs enter into new short-term contracts with bookmakers during a 3-year transition period, seeking to avoid lawsuits for breach of contract. Additionally, the Premier League is developing a code to promote “responsible” betting sponsorship.
Source: Poder 360
