Betting Brands Off Premier League Shirts: A Shift in Sponsorship Landscape
August 22, 2026 - 3:59 pm
Premier League clubs are beginning this season without gambling brands on their matchday shirts, a change driven by a voluntary restriction. Eight teams, including Fulham, have already found new sponsors, such as ClickHouse, an American data infrastructure company valued at $15bn.
A Buyer's Market
Tanya Bragin, ClickHouse’s vice president of product and marketing, attributes the shift to a "buyer's market" due to multiple clubs seeking new partnerships simultaneously. While the process remained competitive, she highlights that ClickHouse targeted mid-table teams for sponsorship due to cost considerations.
From Bookmakers to Data Infrastructure
The move underscores a significant change in the advertising landscape of European football. Business software companies, emphasizing growth without marketing, are now spending heavily on prominent inventory. Gambling brands still appear on lower-league shirts and training kits, but their dominance on top-tier teams has diminished, with American data infrastructure companies taking their place.
By Cristian Dina
Cristian Dina is the CRO at The Next Web, having interviewed over 300 industry leaders and authored the book King of Networking. He is renowned for his extensive network and insights within the tech ecosystem.