The Premier League kicks off tonight (21 August, 2026), as champions Arsenal face newly promoted Coventry City in the opening fixture of the 2026/27 season.

To mark the occasion, Paddy Power has released its latest football advert titled ‘Why The Football Not?’, an exploration of the weird and wonderful behaviours of fans across the top flight.

From questionable bedspreads and hilarious costumes to celebrity appearances from Danny Dyer and Peter Crouch, the advert seeks to answer the number one question non-footballing fans have for their football-watching counterparts: why?

A new era for sponsors

This season, teams will play without gambling sponsorships in the front-of-shirt space for the first time, a move voluntarily agreed by the Premier League back in 2023.

The idea is simple: reduce the exposure given to gambling operators in order to reduce their potential impact on children and vulnerable people.

In many ways, though, gambling operators have already found workarounds.

Betway has signed a deal reportedly worth £20m a year to appear on Manchester United’s training kit, while operators like Betano and Stake have moved their logos from the front-of-shirt space onto the sleeve at some clubs.

Operators can also continue to advertise around the stadium.

SBC Journalist Patrick Killeen argues the ban falls short of what it was intended to do and instead should have been more focused on unlicensed operators rather than registered UK brands.

These next ten months will be closely scrutinised by gambling operators as they assess just how impactful the front-of-shirt ban is for their brands.

Watch the Paddy Power advert here.