Mid-tier Premier League clubs face a major revenue gap as the league moves ahead with its voluntary ban on front-of-shirt gambling sponsors from the 2026/27 season.

The change removes one of the most consistent income streams for clubs outside the top tier.

The impact was discussed on iGaming Daily, where host Charlie Horner was joined by SBC Media Director, Martin Elliott, and Editor-at-Large, Ted Menmuir. The three said the shift will hit mid-table and lower-ranked clubs hardest, given their reliance on betting deals.

Elliott said: “The big losers are going to be the sort of mid-level Premier League clubs who still rely on gambling for the front of shirt deals. There are not that many companies that Premier League sponsorship really works for.”

Top clubs can offset the loss through global sponsorships. Others cannot. Nearly half of the league currently carries a betting brand on the front of shirts, making replacement deals difficult to secure at similar value.

Elliott said commercial teams are now central to club performance, as financial rules tighten and revenue gaps widen.

He stated: “Because of the financial fair play rules, or whatever they’re called these days, from UEFA and the Premier League the most important man in a Premier League football club is no longer the manager or the star striker, it’s the chief commercial officer. It’s the guy who’s under pressure to bring in this revenue.”

The trio also flagged concerns around unlicensed, Asia-facing betting brands. Regulated operators argue these firms gain Premier League exposure without meeting UK compliance costs, creating an uneven market.

Menmuir noted: “I never saw anyone at the top deck of the Premier League go ‘I’ve had enough of these advertising sponsorships’ this should be a general standard for who can promote on Premier League front-of-shirts regardless of whether they’re betting or not.

“These football clubs know who they’re partnering with right. They know whether they are going with the bad actors or not and it doesn’t take a genius to find out who is breaching the rules and who isn’t.”

On the frustration of regulated operators, Elliott added: “The regulated operators should be vocal about this stuff. It costs a lot of money to be regulated. It should be illegal for the people who are not paying the taxes, they’re not paying the license fees and so on, to have that visibility in the marketplace”

Clubs are now expected to target new sectors. Crypto, forex and trading platforms are seen as likely replacements. However, the panel warned this could introduce similar regulatory risks.

Gambling brands will remain active through other channels, including sleeve sponsorships, LED boards and training kits. Training wear is viewed as a key asset due to its visibility across daily social content.

The ban marks a reset in football sponsorship strategy. Clubs must diversify revenue, while betting firms shift toward targeted marketing, partnerships and digital campaigns to maintain reach.