The richest football league in the world, the Premier League, has decided to ban money from bookmakers. Therefore, for the 2026/2027 season, partnerships with companies in the sector in England are strictly prohibited.
Southampton and Rollbit
Bookmakers, despite experiencing a very popular phase in Brazil, have a very different perception for English fans. In 2023, Chelsea gave up a million-dollar contract with Stake after a survey showed that 77% of the club’s fans were against this type of partnership.
However, not all teams in the billion-dollar league can afford to refuse bookmakers’ money. Smaller clubs in the Premier League have taken advantage of the last months before the ban to secure these sponsorships.
The latest team to sign a sponsorship deal with an online betting company is Southampton, newly promoted from the EFL Championship. The club now has Rollbit as its main sponsor, described in the announcement as “an innovator in the world of online gaming and entertainment”.
Rollbit’s difference is that it allows the use of cryptocurrencies in its online casino “entertainment”. At Southampton, Rollbit replaces Sportsbet.io, which was São Paulo’s main sponsor until the end of 2023.
Other Premier League clubs and sponsorships
The biggest Premier League clubs generally have master sponsorship contracts with major global brands from more traditional sectors. Examples include:
- Manchester United with Snapdragon (technology)
- Manchester City with Etihad Airways (aviation)
- Liverpool with Standard Chartered (financial)
These giants are able to attract large sponsors due to their international visibility.
But for clubs at the bottom of the table, especially in the relegation zone, not receiving this money could be a big problem. Sponsorship of bookmakers is essential.
Fulham, for example, only after managing to move to the first division did they get sponsorship from a bookmaker, W88. In the following season, the club changed its master sponsor, becoming Sbotop. The W88 then occupied the main space on Burnley‘s shirt.
According to the British press, the contract with Sbotop earned Fulham values in the region of £10 million (R$60.8 million, at current prices).
Currently, among the Premier League clubs that have contracts with bookmakers are the following:
- Aston Villa (Betano)
- Crystal Palace (Net88)
- Wolverhampton (Debet)
The Premier League’s decision promises to change the sponsorship landscape in English football in the coming years. Meanwhile, the next season starts on August 16th.
