For a long time associated with well-known gambling sponsorships, the Premier League is undergoing a significant transformation, with clubs starting to turn to cryptocurrency companies to fill the funding gaps brought by regulatory changes. Starting from the 2026/27 season, Premier League teams will no longer display gambling company logos on the front of their jerseys, becoming the first sports league in the UK to take this step. In response, cryptocurrency companies have become the new main sponsors, providing crucial financial support to the league.
Tightening Gambling Regulations, Cryptocurrency Sponsorships Surge into Football
The upcoming ban on gambling sponsorships is the result of negotiations between the Premier League, the clubs, and the UK's Department for Digital, Culture, Media and Sport. This collective decision marks the beginning of a transition period for the clubs, who need to find new sources of revenue.
According to sports sponsorship agency SportQuake, cryptocurrency sponsorships have already set a new record of 130 million pounds (approximately 170 million US dollars) for the 2024/25 season, a 30% increase from the previous season. Leading cryptocurrency firms like OKX and Floki have signed significant agreements with top teams such as Manchester City and Nottingham Forest, while the cryptocurrency trading platform Kraken has also recently partnered with Spain's Atletico Madrid.
Cautious Ventures
While the influx of cryptocurrency funds provides support for financially struggling clubs, the industry's reputation has led some teams to proceed with caution. According to Bloomberg, due to the volatility of the cryptocurrency market, some sponsors are required to make advance payments. Moreover, some agreements also stipulate that sponsorship contracts can be terminated at any time if the cryptocurrency company damages the club's reputation.
On the other hand, some clubs have decided to continue their partnerships with gambling companies. Bournemouth, Crystal Palace, and Aston Villa are among the teams that have signed new sponsorship contracts with gambling firms, although the Premier League is generally preparing to gradually move away from this sector.
New Economy Sponsorships
This shift towards cryptocurrency sponsorships is part of a broader trend in the Premier League. Over the past five seasons, traditional "old economy" sponsors such as car manufacturers and airlines have reduced their investments by 20%, while spending in new economy sectors including cryptocurrency, fintech, and sports tech has surged.
