Insight Series
The Biggest Sponsorship Reset in 20 Years
Betting's exit from the Premier League front-of-shirt market has reset pricing, created new entry points and opened the platform to a new generation of brands.
Betting’s exit from the Front-of-Shirt market has fundamentally reset pricing.
The Premier League is undergoing the biggest sports sponsorship reset.
Growth brands are driving the reset and buying differently.
The 2026/27 season marked the beginning of the biggest structural shift in sports sponsorship since Formula One moved away from tobacco sponsorship in 2006.
The Premier League's decision to remove betting brands from front-of-shirt sponsorship has reset pricing and opened the platform to a new generation of brands.
Early evidence indicates that, rather than simply replacing betting with another category, clubs are attracting a broader mix of organisations with a common focus on growth.
New buyers are increasingly viewing sponsorship as a business asset rather than simply a marketing cost. Partnerships are being sourced to support wider strategic business objectives and integrated across the whole business, not just the marketing team.