The era of gambling companies as dominant shirt sponsors in Europe’s top leagues is coming to an end, driven by regulatory changes and shifting public attitudes. While betting brands are adapting with new partnership formats, clubs are increasingly turning to other sectors for sponsorship revenue. The next few years will see further evolution, with digital, regional, and content-based deals replacing traditional shirt sponsorships.
Who are the Main Players?
A breakdown of the biggest gambling sponsors in the Premier League, La Liga, Bundesliga, Serie A, and Ligue 1
Premier League (England):
The English Premier League is experiencing its final seasons with gambling brands as main shirt sponsors. From the 2026/27 season, gambling logos will be banned from the front of shirts, though sleeve sponsorships will remain possible. For now, mid-table and lower-table clubs are maximizing short-term deals with betting companies, often from Asia. Notable recent deals include Aston Villa (Betano), West Ham (BoyleSports), Bournemouth (BJ88), Crystal Palace (NET88), Fulham (SBOTOP), Wolverhampton (DEBET), and others. Many of these brands are little-known in the UK and target Asian markets, sometimes operating in legal grey zones.
Top clubs (Manchester United, Manchester City, Liverpool, Arsenal, Chelsea) have already removed gambling brands from their primary shirt sponsorships. However, partnership agreements with betting companies still exist, though they are less prominent and often limited to specific regions.
La Liga (Spain):
Since 2021, Spain has enforced a strict ban on gambling advertising in football. No betting logos are allowed on shirts, stadiums, or even club social media. Clubs have shifted to sponsors from electronics, airlines, real estate, and other sectors. However, some top clubs maintain regional or digital partnerships with betting brands for international markets. For example, Real Madrid works with Codere for the Latin American market. Barcelona has a global partnership with 1XBet that runs until 2029.
Bundesliga (Germany):
Germany allows gambling sponsorships, but with strict licensing requirements . Only one club, Stuttgart, had a main shirt deal with a betting company (Winamax) in 2023/24, but the partnership ended in scandal and legal disputes. Most clubs prefer sponsors from banking, insurance, or manufacturing. Betting brands like bwin and Betano are official partners, but rarely main shirt sponsors.
Serie A (Italy):
Italy banned gambling advertising in 2019, but clubs have found creative ways to bypass the restrictions. For example, Inter signed a record €30m/year deal with Betsson Sport, which positions itself as a sports infotainment brand rather than a bookmaker. Other clubs use similar “proxy” brands or digital content platforms linked to betting companies. 1XBet serves as the official broadcasting sponsor of Serie A, with this agreement in place through 2027. The Italian parliament is considering lifting the ban, as the football industry has lost significant revenue.
Ligue 1 (France):
France allows gambling logos on shirts, but with strict rules to protect minors and limit the appeal of betting. Only a few clubs have betting sponsors, most notably Le Havre and Strasbourg (Winamax). Paris Saint-Germain (PSG) also lists 1XBet as its official betting partner for the Asian and African markets. The overall sponsorship landscape in Ligue 1 is highly diversified, with no single sector dominating.
Trends and Restrictions
- England: The Premier League’s ban on front-of-shirt gambling sponsors from 2026/27 is forcing clubs to seek alternatives. Mid-table and smaller clubs are most affected, as they struggle to find sponsors willing to pay as much as betting companies. Experts predict a shift towards crypto, tech, and Asian brands, but initial contract values may be lower.
- Spain & Italy: Both countries have strict bans, but Italian clubs are more creative in circumventing the rules. Spain’s ban is absolute, with no loopholes for betting brands.
- Germany: No outright ban, but a strong preference for reputable, licensed partners. The “50+1” rule gives fans more influence, which may explain the cautious approach to gambling sponsorship.
- France: Permissive but tightly regulated. Only a handful of clubs have betting sponsors, and deals are much smaller than in England.
Across Europe, the “golden age” of gambling sponsorship is ending. Clubs are diversifying their sponsor portfolios, and financial services, tech, and retail are gaining ground.
The Future of Gambling Sponsorship
Are betting companies leaving, or just changing their approach?
Betting brands are not leaving football. As the world’s most popular sport, football remains a top priority for these companies. Instead of walking away, betting brands are becoming more creative, seeking sustainable and innovative ways to engage with the football industry and its global community.
With direct shirt sponsorships restricted or banned, they are focusing on regional, digital, and content-based partnerships, targeting international audiences through digital billboards, club apps, social media, and sponsorships of women’s and youth teams where regulations are less strict.
Key trends:
- From shirt-front to digital: More focus on digital integration, regional deals, and content marketing.
- OTT platforms as a new channel: Betting brands are increasingly partnering with clubs to create branded content, live shows, and exclusive promotions on OTT platforms (such as club TV apps, YouTube, and streaming services). This allows them to reach global audiences and bypass some traditional advertising restrictions.
- Regulatory adaptation: Clubs and sponsors are finding creative ways to comply with or bypass restrictions.
- Diversification: Financial services, tech, and retail are becoming more prominent sponsors.
- Responsible gambling: Increased emphasis on social responsibility and compliance with new regulations.
Gambling Sponsorships in the Eurasian Region
While Western Europe is tightening regulations, the Eurasian region remains a dynamic market for football gambling sponsorships – though it also faces its own set of restrictions.
In Poland and Romania, major brands like Superbet and Betano are prominent as both club sponsors and league partners, with their presence in Romania extending even to stadium naming rights. FAVBET sponsors various Ukrainian sports teams and organisations, including the HC Sokil or FC Rukh Lviv.
In Armenian football, due to strict gambling advertising legislation (in effect since 2022), the situation with betting sponsors is quite specific. Companies use their subsidiary brands (tech, crypto, or media) to stay visible without violating the direct ban on betting advertisements. For example, the championship is officially named the Fastex Armenian Premier League. Fastex is SoftConstruct’s Web3/crypto ecosystem.
In Georgia, direct gambling advertising is also restricted, so companies have shifted to naming rights. Examples include the Crystalbet Erovnuli Liga (the national league), Adjarabet Arena (stadium naming), and Betlive Master League (an amateur mini-football tournament). This trend allows gambling brands to maintain visibility and support for sports while complying with local regulations.
The landscape of gambling sponsorship in European football is undergoing a fundamental transformation. Regulatory pressures and changing public sentiment are pushing betting brands to adapt, moving away from traditional shirt sponsorships toward more creative, digital, and regional partnerships. While Western Europe is tightening restrictions, Eurasian markets remain more flexible.
As clubs diversify their sponsor portfolios and new industries enter the field, the future of football sponsorship will be defined by adaptability, compliance, and a growing emphasis on responsible marketing. The coming years will reveal which brands and strategies can thrive in this evolving environment.
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