Bookmaker sponsorship in the Premier League, England’s top football league, experienced an impressive 1,000% growth between the 2002-2003 and 2024-2025 seasons. During this period, the number of teams supported by companies in the sector jumped from just 1 to 11 of the 20 participating clubs.
The first club to sign an agreement with a bookmaker was Fulham, during the 2002-2003 season. The partnership with Betfair, however, was short-lived, ending after just one season. Interestingly, in the following season, 2003-2004, no Premier League team was sponsored by bookmakers. This was, therefore, the last year in which the league did not have the support of these companies.
Since then, the scenario has changed drastically. Over the years, at least 42 different betting companies have sponsored Premier League clubs. However, some of them even finance more than one team simultaneously. Among the best-known names are Betano, Betway, Bodog, Sportsbet, Betfair, BC.Game and Stake.
Sponsorship record in the 2024-2025 Premier League season
The 2024-2025 season set a new record in the Premier League, with 11 clubs, equivalent to 55% of teams, with bookmakers as main sponsors. This number surpassed the previous records from the 2016-2017 and 2019-2020 seasons, when 10 clubs were sponsored by companies in the sector.
Veto on sponsorships involving bookmakers
In April 2023, the Premier League announced that the 20 clubs had decided, by vote, to ban major bookmaker sponsorships from the 2026-2027 season. This decision will mark a significant transformation in the league’s sponsorship arrangements.
Despite the imminent ban, partnerships with betting companies continue to grow. Clubs such as Leicester, Southampton and Aston Villa, who have returned to or remained in the top flight of English football, have recently reached new sponsorship deals for the 2024-2025 season.
It is important to highlight that the ban will only affect sponsorship on the front of players’ shirts. Sponsorships in the heats and LED advertising around the pitch will continue to be permitted. Furthermore, to avoid legal action for breach of contract, the Premier League will implement a three-year transition period during which new short-term contracts can be agreed. In parallel, the league is developing a code of conduct to promote “responsible” betting sponsorship.
