The influence of sports betting on the Premier League

The rise of online casino play and sports betting has taken the world by storm in the past decade. What started out as a high street hobby has exploded into a multi-billion pounds industry and it almost seems impossible to avoid a reference to sports betting in society. The power of advertising, especially on online platforms, has propelled the popularity of online casino and sports betting into a new stratosphere and that is only being helped by further exposure in larger industries such as football.

The Premier League has long been one of the most followed enterprises on a global scale, with more matches than ever screened on television sets and mobile devices in various time zones worldwide. Furthermore, an increased number of teams use preseason to travel to different countries and markets around the world to promote their brand, and this visibility, along with that in live and televised matches during the season, is something more sports betting companies are exploiting. Right now, there are eleven Premier League teams, over half the league, that feature a sports betting company or online casino brand as the title sponsor on their shirts.

Money talks!

The stigma around online gambling and sports betting is still a much talked about topic, which has led to the Premier League teams that have teamed up with gambling ventures to be criticised for prioritising “greed” over the wellbeing of individuals who might be overly influenced by gambling. However, in an ever-competitive league, which is welcoming more wealthy owners and witnessing astronomical sums for transfers, the investment and money from these companies is vital for Premier League teams, especially teams lower down the league like AFC Bournemouth and Brentford, to remain competitive and survive in the topflight of English football.

Change is coming!

For sports betting companies like Dafabet, Hollywoodbets, and Betway, they are reaping the ultimate benefits of having their brand broadcasted to millions around the world. It might not be long before UK casinos at the daily star start featuring on Premier League shirts but there is change around the corner.

From the 2026/27 season, gambling sponsors will not be allowed to feature on the front of team shirts. However, they may be printed as a smaller logo on the sleeves. The move was agreed upon by the current Premier League clubs in partnership with the Department for Culture, Media and Sport. Despite this ruling, teams are still creating partnerships with gambling companies, with Crystal Palace partnering with Net88 for the 2024/25 season, and reigning champions Manchester City announcing a multi-year deal with Betway. The partnerships are mutually beneficial for club and gambling company, and even though the new ruling is coming into effect from the 2026/27 season, we can expect gambling companies to continue extending their influence on the Premier League.