Can UK gaming sponsors find success abroad?

When the Premier League confirmed that gambling brands would no longer appear on the front of match day shirts from the 2026/27 season, it marked a defining moment. For years, front-of-shirt deals have been the cornerstone of gaming partnerships, delivering unmatched visibility. With that option removed, gaming sponsors are now faced with the decision of whether to stay put or explore opportunities abroad – such as in the German Bundesliga.

The Real Value of Front-of-Shirt Sponsorship

Not all sponsorship assets are created equal. The front of a football shirt carries a level of cultural and commercial weight that no LED board or digital activation can truly replicate. It is central in broadcast coverage, iconic in photography, and permanently linked to a club for an entire season.

The removal of gambling brands from this space does not eliminate sponsorship opportunities, but it does reduce their clarity. For sponsors accustomed to instant recognition and global repetition, this loss forces a reassessment of where marketing budgets deliver the strongest return.

Staying Domestic Now Means Compromise

Within the Premier League, gaming sponsors still have access to sleeves, training wear, and broader commercial partnerships. These deals will continue to exist and, in some cases, grow in value. However, they come with trade-offs: fragmented exposure, shared visibility, and a heavier reliance on digital storytelling rather than natural broadcast presence.

For some brands, this compromise is acceptable. For others, especially those competing in crowded international markets, reduced prominence raises questions about whether domestic football can still justify premium sponsorship spend.

Why Overseas Football Looks Strategically Appealing

Outside England, football sponsorship remains more flexible. Many European leagues still permit gambling brands on the front of shirts, particularly where partnerships are structured around international audiences rather than domestic markets.

Unlike clubs from other leagues, Bundesliga sides often steer clear of gaming companies as their main shirt sponsors, preferring sleeve or other types of partnerships instead. As an exception, VfB Stuttgart signed a three-year deal with French online gambling firm Winamax as their shirt sponsor starting in the 2023/24 season. However, the partnership was ended towards the end of the following season after a dispute between the club and the sponsor.

Crucially, success abroad is not just about regulation; it is about reach. European clubs competing in continental tournaments deliver repeated exposure across multiple territories, often aligning better with a sponsor’s global ambitions than a UK-only focus.

At this point, any online casino would have to decide whether diluted visibility in the Premier League outweighs the value of being a headline sponsor elsewhere.

Overseas Success is not Automatic

That said, moving abroad is not a guaranteed win. Font-of-short saturation is already high in some leagues, and standing out requires more than simply pacing a logo on a kit. Sponsors must invest in storytelling, localisation, and fan engagement to avoid becoming another badge on a crowded shirt.

Cultural alignment also matters. Supporters are far more receptive to sponsors that understand their club and community, rather than those perceived as short-term commercial additions.

What This Shift Means for English Clubs

For Premier League clubs, the challenge is twofold. First, they must replace a category that has historically paid premium rates. Second, they must do so without eroding the commercial value of their shirts.

This could accelerate diversification, with clubs seeking brands from technology, entertainment, and international consumer sectors. It may also increase the importance of pre-season tours overseas fan bases and global content strategies as selling points to non-gaming sponsors.

Conclusion

The Premier League’s front-of-shirt sponsorship ban has not closed the door on gaming sponsors, but it has narrowed it. For some sponsors, adapting at home will make sense. For others, looking abroad – such as to Germany – offers a clearer route to prominence and growth, especially if their focus is on long-term investment rather than a deal to replace lost visibility alone.