Premier League clubs have increased revenue from front-of-shirt sponsorships by 8% to £444 million for the 2026-27 season, despite the ban on betting companies appearing on the front of shirts.

Eight clubs that remained in the league — Aston Villa, Bournemouth, Brentford, Crystal Palace, Everton, Fulham, Nottingham Forest and Sunderland — replaced betting sponsors worth £67 million with new deals worth £75 million, according to a study by consultancy Ampere.

The figures show how these clubs have been able to attract investment from other sectors after betting companies were banned from the front of Premier League shirts this season.

The development could also serve as an example for Brazilian football, as the government of Luiz Inácio Lula da Silva has moved to ban online gambling in the country. Fourteen of the 20 clubs in Brazil’s Serie A currently have deals with betting companies and could risk losing more than R$1 billion as a result of the new legislation.

The Premier League’s experience suggests that the betting ban does not necessarily spell the end of Brazilian football’s commercial growth, despite concerns raised by clubs.

Big Six generate £328 million

Ampere’s report shows that the growth in sponsorship revenue is concentrated among the Premier League’s biggest clubs.

The Big Six — Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham — increased their combined shirt sponsorship revenue by £46 million, driven in part by the improved deal between Arsenal and Emirates and Chelsea’s new agreement with Circle.

Together, the six clubs generate £328 million in front-of-shirt sponsorship revenue, according to Ampere.

Among the rest of the Premier League, the relegation of West Ham, Burnley and Wolverhampton and the promotion of Coventry City, Hull City and Ipswich Town contributed to a £16 million decline in revenue.

Betting investment falls by £92 million

Following the ban on betting companies appearing on the front of shirts, total investment from the sector across all sponsorship assets fell by £92 million, from £155 million in 2025-26 to £63 million this season.

The number of betting sponsorship agreements also declined by 21%.

Ampere found that six betting brands signed new deals for training-kit and sleeve sponsorships. Betting companies now account for 57% of spending on training-kit sponsorships and 20% of sleeve sponsorships, up from 34% and 3%, respectively.