The Premier League clubs have made a significant decision to eliminate bookmaker logos from the front of their shirts. The decision was taken in response to the possibility of legislation being passed that could forbid betting sponsorship on shirts. However, sleeve sponsorship will still be allowed, meaning that betting advertisements will not disappear entirely.
The issue of bookmaker sponsorship on shirts was discussed at a recent shareholders’ meeting, where it was listed as a key priority. The Premier League clubs are in favor of this idea to prevent the government from taking more drastic action.
A final vote on the matter may be delayed until the summer conference in June, although it is widely believed that most clubs will agree to the proposal, as long as they are given three years to transition.
It is worth noting that EFL teams may not be required to follow the same procedures as the Premier League clubs, as it could have negative economic impacts.
The move will have a significant impact on eight Premier League teams, which currently have bookmakers as their primary front-of-shirt sponsors. Southampton is one such club that could be particularly affected by the change. Our Sportsbet.io review illustrates this well.
Interestingly, while some insiders suggest that front-of-shirt deals are the most lucrative for clubs, none of the major six Premier League clubs currently have such agreements.