THE GAMBLING ADS DIDN’T DISAPPEAR. THEY MOVED.
The Premier League has finally kicked gambling companies out of the front of match shirts for the 2026/27 season.
Eight clubs had to replace betting sponsors.
Fulham replaced SBOTOP with ClickHouse — a Silicon Valley data-infrastructure company.
Everton replaced Stake with CMC Markets.
Brentford replaced Hollywoodbets with Indeed.
At first glance, this looks like a crackdown.
But look closer.
The gambling industry didn’t leave football. It simply changed position.
Betting brands can still appear on sleeves, training kits and other football assets. Manchester United, for example, signed a reported training-kit deal with Betway worth up to £20 million ($27 million) per year.
So what actually happened?
The most valuable advertising real estate was taken away — and the money moved elsewhere.
And here’s where it gets fucking interesting.
For companies like ClickHouse, the disappearance of gambling sponsors created a rare opening.
Multiple Premier League clubs suddenly needed new shirt partners at the same time.
More inventory hit the market.
As ClickHouse VP of Product & Marketing Tanya Bragin put it:
“If there’s more inventory coming to the market at the same time, it’s a buyer’s market.”
But this wasn’t cheap.
Premier League exposure is still insanely valuable.
ClickHouse didn’t chase the biggest club.
They chose Fulham.
Why?
Because sponsorship is not just about prestige.
It is about ROI.
A top-six club can demand a dramatically larger investment. Fulham offered something potentially more efficient: Premier League visibility, a London location, global exposure, and access to hospitality opportunities for customers and business partners.
That is the real game behind football sponsorship.
Brands aren’t buying a logo on a shirt.
They are buying:
→ Global attention
→ Brand credibility
→ Customer acquisition
→ Corporate hospitality
→ Business relationships
→ Cultural relevance
→ Access to millions of football viewers
$BTC #Binance
The Premier League has finally kicked gambling companies out of the front of match shirts for the 2026/27 season.
Eight clubs had to replace betting sponsors.
Fulham replaced SBOTOP with ClickHouse — a Silicon Valley data-infrastructure company.
Everton replaced Stake with CMC Markets.
Brentford replaced Hollywoodbets with Indeed.
At first glance, this looks like a crackdown.
But look closer.
The gambling industry didn’t leave football. It simply changed position.
Betting brands can still appear on sleeves, training kits and other football assets. Manchester United, for example, signed a reported training-kit deal with Betway worth up to £20 million ($27 million) per year.
So what actually happened?
The most valuable advertising real estate was taken away — and the money moved elsewhere.
And here’s where it gets fucking interesting.
For companies like ClickHouse, the disappearance of gambling sponsors created a rare opening.
Multiple Premier League clubs suddenly needed new shirt partners at the same time.
More inventory hit the market.
As ClickHouse VP of Product & Marketing Tanya Bragin put it:
“If there’s more inventory coming to the market at the same time, it’s a buyer’s market.”
But this wasn’t cheap.
Premier League exposure is still insanely valuable.
ClickHouse didn’t chase the biggest club.
They chose Fulham.
Why?
Because sponsorship is not just about prestige.
It is about ROI.
A top-six club can demand a dramatically larger investment. Fulham offered something potentially more efficient: Premier League visibility, a London location, global exposure, and access to hospitality opportunities for customers and business partners.
That is the real game behind football sponsorship.
Brands aren’t buying a logo on a shirt.
They are buying:
→ Global attention
→ Brand credibility
→ Customer acquisition
→ Corporate hospitality
→ Business relationships
→ Cultural relevance
→ Access to millions of football viewers
$BTC #Binance