Walk onto any football pitch in Europe’s top leagues this year, and you’ll likely spot a betting company logo front and center on a team’s kit. This isn’t by chance, it’s a calculated move by the gambling industry to claim the most visible real estate in sport. In 2025, more than half of Premier League clubs will have a betting sponsor as their main shirt partner, reflecting the sector’s aggressive push to cement its presence in the world’s most watched game.
This article breaks down the real business drivers behind this sponsorship surge and what it means for the future of sports marketing and gambling.
Football’s Exposure and Return on Investment
Football remains the most globally consumed sport. Sponsorship deals give betting companies access to vast live audiences that span continents. For firms looking to build brand awareness or drive users to their platforms, a club jersey seen in 200+ broadcast regions is more powerful than most ad campaigns. Each televised match becomes a brand opportunity, from press conferences to highlight reels, the logo is always present.
These shirt deals don’t just buy exposure, they pay off. A report by The Guardian indicates that eight Premier League clubs had betting companies as front-of-shirt sponsors, with the collective value of those contracts being about £60 million a year.
Beyond that, these partnerships often come with bundled digital rights, which allow betting firms to feature in club apps, behind-the-scenes content, and even exclusive live-odds integrations during match commentary, adding deeper commercial value to each deal.
Multi-Sport Expansion Drives Deeper Fan Engagement
While football is the top of the funnel, it’s only part of a larger cross-sport strategy. Many betting companies are building ecosystems that span multiple disciplines to keep users engaged beyond matchday. One strong example is horse race betting in Australia with major events like the Melbourne Cup and Victoria Derby bringing in large-scale viewership and betting activity.
These platforms offer more than just odds, they act as information hubs with round-the-clock updates and expert insights, making them essential to punters looking to stay ahead of racing trends.
This cross-sport integration isn’t just about diversifying risk, it’s about capitalising on the rhythms of the sports calendar. When the football season ends or during off-peak weekdays, horse racing fills the engagement gap. Betting firms that dominate multiple sports keep users active year-round, reducing churn and increasing customer lifetime value.
Data-Driven Targeting Makes Sponsorship More Effective
Betting companies are not choosing clubs at random. Sponsorship decisions are increasingly driven by analytics, audience segmentation, and behavioral insights. By analysing fan demographics, engagement metrics, and even geolocation data, betting firms can partner with clubs whose audiences match their customer profiles.
Clubs, for example, with a strong following in regions where betting is legal and popular, such as Southeast Asia or parts of Africa, offer immediate value beyond local markets. This level of targeting ensures every sponsorship pound is spent with precision.
These insights also allow betting brands to personalise their campaigns and measure ROI more accurately. Through integrated tracking in apps, digital ads, and even QR codes on merchandise, companies can see how shirt sponsorships convert into traffic and user acquisition. It’s not just about slapping a logo on a kit, it’s about embedding themselves in a data-rich marketing funnel that turns visibility into action.
Adapting to Imminent Regulation
A key reason for the current sponsorship blitz is timing. The Premier League’s voluntary front-of-shirt ban on gambling sponsors will take effect in the 2026–27 season. This gives companies a narrow window to lock in visibility while they still can. Many are using this final phase to entrench brand recognition, knowing future options will be more limited or require subtler placements.
Rather than view regulation as a setback, many brands see it as an opportunity to innovate. Some firms are experimenting with augmented reality overlays in live broadcasts, sponsored data feeds during fantasy football updates, or gamified experiences in club apps. These new touchpoints may engage younger fans more effectively than traditional shirt sponsorships.
Betting Brands Are Playing the Long Game
What’s clear is that betting companies are not interested in short-term exposure. These shirt deals are a broader investment in user loyalty and market dominance. The goal isn’t just to be seen, it’s to become a default part of the fan experience across live games, mobile platforms, and even off-season sporting events. The jersey is just the entry point.