The ban has led to several teams scrambling to secure new sponsors on the eve of a new campaign. Eight clubs were forced to ditch gambling companies' logos on their shirts last campaign. Nottingham Forest, for instance, played in pre-season without a front-of-shirt sponsor after removing the Bally's logo that appeared last year. The club has since agreed a deal with Global financial services platform Marex.
Chelsea are still without a main sponsor, despite the Blues believing the value remains around £50million. The club has struggled to find a sponsor to meet their valuation in recent seasons. talkSPORT host and Chelsea fan Andy Jacobs claimed that getting £20m a year is better than nothing, but Football Finance Expert Kieran Maguire pointed out that the value of shirt sleeve deals has gone up, and the value of training deals has gone up as a result of the ban on gambling on the front of shirt.
Crystal Palace and Fulham have switched from gambling to technology and AI, to join Ipswich and Manchester United in the tech sponsorship industry this season. Manchester United have already announced a multi-year sponsorship deal worth £20m per season with Betway to sponsor their training kit, exploiting a Premier League loophole to secure this deal.