The Premier League prohibits its clubs from featuring betting companies as the main sponsor on the shirt

The Premier League has implemented a new regulation that modifies the sponsorship scheme of its clubs. Starting from the upcoming season, teams in the top tier of English football will no longer be able to display betting companies as their main sponsor on the front of their shirts.

The decision was agreed upon in 2023, when 11 of the 20 participants in the league had commercial agreements with companies linked to gambling and sports betting. However, existing contractual commitments and the difficulties in modifying those agreements caused the implementation of the measure to be delayed for several years.

With the new regulation coming into effect, no club will be able to use the central space of their kit to promote betting companies, in an initiative aimed at reducing fans' exposure to this type of advertising and contributing to the prevention of gambling addiction.

The change in commercial rules has led to a renewal in the sponsorship landscape of the Premier League. For this season, nine different economic sectors will occupy the main space on the teams' shirts.

The other categories that will have prominence in the kits of English teams are human resources, insurance, software, telecommunications, and tourism.

Not all teams have managed to secure a commercial agreement to occupy the central space of their shirts. Chelsea, Nottingham Forest, and Sunderland will start the season without a main sponsor on their kits.

This situation represents a particular scenario within a competition where advertising contracts constitute an important source of income for the institutions.