Premier League Betting Ban Creates New Sponsorship Opportunities

The Premier League betting ban marks the end of betting brands on jerseys after the 2024-25 season, opening new opportunities for sponsors. With this decision, the Premier League becomes the first major sports competition in the United Kingdom to voluntarily remove this type of sponsorship from the front of team jerseys. The goal? To reduce public exposure, especially among minors, to gambling advertising. This measure is part of a broader movement toward more responsible sponsorship practices.

At Blinkfire, we work with organizations and brands to help them measure and optimize the performance of their sponsorship assets. We’ve analyzed the opportunities this decision opens for brands ready to take the leap and secure maximum visibility in one of the most-watched leagues in the world.

Betting brands currently account for more than one-third of all front and sleeve jersey sponsorships in the Premier League. This strong presence highlights the scale of visibility these brands have enjoyed in recent years and sets the stage for a significant shift once the ban comes into effect. Interestingly, the sector’s dominance is spread across a diverse set of companies. No single betting brand appears twice across the front-of-jersey and sleeve positions.

The chart below illustrates how prominent betting has been compared to other sectors in the league’s sponsorship landscape.

Which brands will take over the jerseys of the 11 teams that still have betting sponsorships? And how can brands objectively assess whether a jersey sponsorship is a sound investment? Let’s explore what this change means from a brand value, media exposure, and ROI perspective.

The Jersey: A High-Performance Sponsorship Asset

Jerseys are one of the most visible assets for a club, and not just during the match. They feature in signing announcements, press backdrops, billboards, and, of course, on social media.

Sponsoring a Premier League jersey means gaining visibility in the UK market but, more importantly, it means becoming part of a competition with global reach, with broadcasts in more than 180 countries, impacting key regions such as Asia, MENA, and North America.

How Much Is a Jersey Sponsorship Worth?

There is no single answer. The value of a jersey as an advertising asset depends on several key factors that directly influence the visibility and return a brand can generate.

• Social reach of the squad: Teams with global stars such as Erling Haaland or Mohamed Salah can generate millions of engagements with a single post, directly amplifying sponsor exposure.

• Social media performance: Having a large fan base helps achieve strong results, but it’s not the only factor. A well-executed content strategy, creative, timely, and tailored to each platform, can make a big difference, even for clubs with smaller audiences.
• Broadcast exposure: Thanks to our broadcast solutions, it’s possible to track how many seconds a sponsor appears on screen, in which shots, and during which moments of the match. This audiovisual presence, combined with media mentions and contextual coverage, multiplies a brand’s value.
• Competitive context and cultural relevance: The Premier League is home to some of the most powerful clubs in the world, making it a constant content engine.
  
  This is why earned media is essential to understanding the true value of sponsorships. The exposure generated around matches and social media narratives all adds a layer of impact beyond the club’s own content. With Blinkfire, you can track all your exposure in one sponsorship platform to create accurate and defendable valuations.

What Does the Data Say?

The front-of-jersey position in the Premier League offers exceptional brand exposure. During the 2024-25 season, it achieved outstanding results across social media. The chart below illustrates the impact of that visibility.

These figures reflect only the exposure on the official social media channels of the Premier League and its clubs, excluding visibility from players, influencers, media outlets, or other competitions such as the Champions League. This visibility is not concentrated solely in the 90 minutes of the match. Thanks to social media, the impact of a game extends and evolves over time.

Even so, match day remains the primary driver of engagement. And within that moment, there is one undisputed protagonist: the jersey—present in every play, broadcast shot, and key post.

The 2024-25 season will be the last in which betting companies occupy the front of Premier League jerseys. With most sponsors already confirmed for this campaign, the real value now lies in analyzing the performance of each agreement, understanding the factors driving visibility, and how that exposure translates into ROI for brands.

Having all the data will allow teams to prepare the ground for bringing in new sponsors to one of the most coveted assets in sports: the jersey.

Track and Value Your Sponsorship Assets with Blinkfire

Our AI technology empowers rights holders, media companies, and brands to measure sponsorship value with precision across social, digital, web, app, broadcast, and streaming. Using advanced computer vision technology, we’re proud to deliver real-time insights to optimize fan engagement and sponsorship performance.