The Premier League has banned betting companies from sponsoring clubs' shirts, a decision voted for by clubs themselves in April 2023. Eleven Premier League clubs continued to use betting sponsors in the 2025/26 season, with Chelsea, Nottingham Forest, and Sunderland going into the final weeks of pre-season without a confirmed front-of-shirt partner. The league as a whole is thought to have surrendered between £80m and £100m a year in commercial income due to the ban. West Ham, who were relegated to the Championship, won't feel the change as the ban does not currently apply in the lower division.
In contrast, Italian football has banned gambling advertising completely since 2018. However, Serie A clubs are still taking money from betting companies. Inter signed a four-year deal with Betsson worth €30m per season, using a loophole by branding itself as a sports news and statistics company. Fiorentina have had Betway Scores on their sleeves since 2024, while Torino, Udinese, and Cagliari have all signed with Bet365Scores. The total value of betting-linked sponsorship in Serie A is around €38.5m a year, with Inter accounting for most of it. Parma's deal with AdmiralBet News extends to branding on two stands at the Stadio Tardini.
The Premier League has voluntarily walked away from roughly £80m/year in revenue, while Italian football continues to cash in. Italian clubs are now lobbying for the ban to be relaxed altogether, which would open up stadium naming rights.