From next season, following a collective agreement between clubs, betting brands will no longer appear on the front of shirts across the Premier League.
This single decision quietly reshapes the commercial landscape of the world’s most powerful football league.
For the first time in years, multiple Premier League clubs will enter the market simultaneously to secure new front-of-shirt partners. That surge in availability creates something genuinely rare in elite sport:
👉 Opportunity at scale — and at materially lower cost than previous seasons.
For non-betting brands, particularly in finance, fintech, trading, payments and crypto, this is a moment that deserves serious attention.
Why This Matters for Financial & Fintech Brands
Premier League shirt sponsorships have traditionally been:
- Scarce
- Highly competitive
- Dominated by betting brands with inflated pricing
That dynamic is now changing.
With betting brands exiting front-of-shirt placements, clubs are actively seeking:
- Regulated, reputable global brands
- Long-term commercial partners
- Categories that align with governance, trust and international reach
Financial and fintech companies are perfectly positioned to step into this space.
The Power of Sports Sponsorship for Financial Brands
When executed properly, sports sponsorship delivers far more than logo visibility.
Key benefits include:
- 🌍 Global reach at scale – millions of viewers across broadcasts, social and digital
- 🏦 Credibility & trust transfer – association with elite, established institutions
- 📈 Brand differentiation in highly competitive financial markets
- 🎯 B2C and B2B impact – from retail traders to institutional decision-makers
- 🤝 Client acquisition & retention through hospitality, access and experiences
For financial brands operating in regulated, trust-based environments, sport offers something few channels can: emotional connection at global scale.
Myth: “You Can’t Measure the Impact of Sports Sponsorship”
This is one of the most persistent — and outdated — misconceptions.
The reality:
- Sponsorship impact is measurable
- Brand lift, web traffic, search intent, lead flow and conversion can all be tracked
- Performance improves dramatically when sponsorship rights are activated properly
The issue is not measurement.
The issue is under-activation.
Activation Is Where Sponsorships Are Won or Lost
A shirt logo alone is not a strategy.
The real success of any sponsorship depends on:
- How the rights are activated
- How content is distributed
- How the brand story is told
- How audiences are converted into leads, then clients
This is where experienced agencies make the difference.
At FinancialMarkets.media, we help financial and fintech brands:
- Select the right clubs, leagues, athletes or properties
- Structure sponsorships aligned to commercial objectives
- Activate rights across PR, digital media, content and performance channels
- Turn visibility into measurable business outcomes
When sponsorship is activated intelligently, brands don’t just get seen, they get chosen.
A Moment That Won’t Last
The Premier League’s shift away from betting sponsorship creates a temporary imbalance:
- Increased supply
- Reduced competition
- Greater negotiating leverage for incoming brands
History shows these windows close quickly.
Brands that move early will secure:
- Better assets
- Better terms
- Better long-term value
Let’s Talk Sponsorship Strategy
If you’re considering a sports sponsorship, whether in football or beyond, now is the time to explore what’s possible.
👉 Contact FinancialMarkets.media to discuss:
- Your markets of interest
- Specific sports, teams or athletes
- How sponsorship can support your wider growth and acquisition strategy
You can also visit our Sports Sponsorships page to explore:
- The benefits of sponsorship for financial brands
- Real activation strategies
- How we help turn exposure into results
Visibility is the starting point.
Activation is what drives growth.
