The Betting Brands Behind the Premier League Teams in 2026/27

Betting brands may have disappeared from the front of Premier League shirts, but they certainly haven't disappeared from the Premier League.

The 2026/27 season is the first under the clubs' voluntary agreement to remove gambling companies from the front of matchday shirts. Anyone expecting that to bring an end to the relationship between bookmakers and England's biggest football clubs, however, would be mistaken.

Betting and casino companies remain involved through official betting partnerships, shirt sleeves, training kits, stadium advertising and regional agreements covering everything from the UK and Ireland to Asia, Europe and Latin America.

Some brands have gone considerably further than others. Betway, in particular, has assembled an extraordinary collection of Premier League relationships, while companies including Betano, BoyleSports, BetMGM, CopyBet, Hollywoodbets and Ladbrokes have also secured valuable positions alongside individual clubs.

So who are the gambling brands behind the Premier League teams in 2026/27?

AFC Bournemouth: MrQ and CopyBet

Bournemouth haven't moved away from gambling sponsorship following the front of shirt changes; they have simply changed where those relationships appear.

MrQ has a prominent relationship with the Cherries, including sleeve exposure, while CopyBet is another betting brand associated with the club.

For CopyBet in particular, Premier League exposure is significant. It is a much smaller name in the UK betting market than the traditional giants, so attaching itself to a Premier League club gives the bookmaker a level of visibility that would be extremely expensive to replicate through conventional advertising.

Arsenal: Betway

One of the most commercially powerful clubs in world football is part of Betway's increasingly large football portfolio.

Arsenal's relationship with Betway gives the Super Group owned bookmaker an association with a club followed by millions of supporters around the world.

It is also a good illustration of modern gambling sponsorship. The bookmaker doesn't need its name across the front of Arsenal's shirt to benefit from the relationship. Digital content, branding rights, supporter engagement and international marketing can make an official betting partnership enormously valuable in its own right.

Aston Villa: Betano

Aston Villa previously had Betano displayed prominently across the front of their shirts, but the relationship has evolved following the Premier League's move away from gambling front of shirt sponsorship.

Betano remains closely associated with Villa and retains valuable commercial rights.

The Kaizen Gaming owned brand has been extremely aggressive in sports sponsorship internationally, and its involvement with Villa is part of a much wider strategy rather than an isolated football deal.

Villa have also been linked with 8XBet through an international facing agreement.

Brentford: Hollywoodbets

Brentford's gambling relationship is with Hollywoodbets.

The South African founded bookmaker has built a substantial sporting presence over recent years, particularly through football and horse racing, and its Brentford agreement gives it exposure through one of the world's most watched domestic football competitions.

It is another example of why the disappearance of gambling logos from the centre of Premier League shirts shouldn't be confused with gambling companies leaving football sponsorship altogether.

Brighton and Hove Albion: Betway

Brighton are another member of Betway's sizeable Premier League portfolio.

It makes sense from Betway's perspective. Rather than concentrating its entire football marketing budget on one enormous shirt sponsorship, the bookmaker has established relationships with several Premier League clubs.

That gives the company access to different fanbases while repeatedly putting the Betway name alongside Premier League football.

Chelsea: Betway

Betway also has a relationship with Chelsea, with the agreement focused on European markets.

Chelsea's enormous international following makes regional betting partnerships particularly attractive. A gambling operator doesn't necessarily need worldwide rights if the territories it actually wants to acquire customers from can be secured separately.

Chelsea have additionally been connected with 8XBet through an overseas focused arrangement.

Coventry City: 8XBet

Newly promoted Coventry City's gambling connection is rather different from the traditional UK bookmaker sponsorship model.

8XBet has been reported in connection with the club as part of the growing number of overseas gambling agreements involving Premier League sides.

These relationships have attracted considerably more scrutiny than straightforward partnerships with UK licensed bookmakers because some of the operators involved aren't available to British customers.

It highlights an important distinction in modern Premier League sponsorship: an "official betting partner" doesn't necessarily mean a bookmaker that supporters sitting inside the stadium can actually use.

Crystal Palace: Chexx.bet

Crystal Palace have Chexx.bet among their gambling related commercial relationships, with the brand receiving highly visible sleeve exposure.

Sleeve sponsorship has become particularly interesting since gambling companies voluntarily disappeared from the front of Premier League shirts.

The biggest piece of shirt real estate might have gone, but the sleeve remains visible throughout matches, photographs, highlights and broadcasts.

For gambling companies determined to maintain a visual presence around Premier League football, it is an obvious alternative.

Everton: Stake

Everton's long running relationship with Stake has continued into the post front of shirt era, with the crypto focused gambling company moving to sleeve sponsorship.

Stake has become one of the most recognisable gambling sponsors in global sport through an enormous portfolio covering football, Formula One and other major properties.

Its Everton relationship demonstrates how existing sponsorships could be restructured rather than simply abandoned once Premier League clubs stopped carrying betting brands on the front of matchday shirts.

Fulham: SBOTOP

Fulham's association with SBOTOP is another example of a gambling relationship with a significant international element.

The brand has a long history of football sponsorship and has previously appeared prominently on Premier League shirts.

As with several other current agreements, however, the important distinction is between international marketing rights and a conventional UK facing bookmaker partnership.

That distinction is becoming increasingly important when analysing exactly how much gambling sponsorship remains in the Premier League.

Hull City: No Major Betting Partner Identified

Hull are unusual among the current Premier League clubs because there isn't an obvious major betting company occupying the same position as those attached to many of their rivals.

That alone demonstrates that gambling sponsorship isn't essential to operating commercially in the Premier League.

It does, however, make Hull something of an exception when looking across the division.

Ipswich Town: 8XBet

Ipswich have an Asian focused betting partnership with 8XBet.

Regional agreements such as this have become an increasingly important part of Premier League sponsorship.

The club can sell commercial rights specifically for Asian markets without necessarily positioning the gambling company as a bookmaker for its domestic supporters.

For brands targeting Asia, meanwhile, Premier League football provides enormous recognition regardless of whether the company has a meaningful UK consumer operation.

Leeds United: BoyleSports

Leeds have partnered with BoyleSports as their official betting partner for the UK and Ireland.

This is one of the more conventional bookmaker relationships in the league.

BoyleSports is an established UK and Irish operator, while Leeds possess one of the largest and most passionate supporter bases outside the group of clubs traditionally considered the Premier League's commercial giants.

The bookmaker has therefore secured a very recognisable football property without needing to purchase front of shirt rights.

Liverpool: Ladbrokes and Interwetten

Liverpool have taken the regional approach particularly seriously.

Ladbrokes serves as a betting partner covering the UK and Ireland, while Interwetten has rights focused on Germany and Austria.

It is a useful demonstration of just how sophisticated football sponsorship has become.

Instead of selling one worldwide betting partnership, a major club can divide its audience geographically and work with different bookmakers in different regulated markets.

For a club with Liverpool's international reach, those individual territories can themselves represent substantial commercial opportunities.

Manchester City: Betway

Manchester City are another major part of Betway's Premier League strategy.

City's international reach makes the partnership considerably bigger than simply advertising a bookmaker to supporters attending matches at the Etihad Stadium.

Premier League broadcasts reach huge audiences around the world, while City's own social and digital channels provide additional exposure across numerous regulated gambling markets.

Betway's presence here, alongside several other Premier League clubs, shows just how heavily Super Group has committed to football as a customer acquisition and branding tool.

Manchester United: Betway

Manchester United provide perhaps the clearest demonstration of Betway's ambition.

Betway's relationship with United extends well beyond a small secondary sponsorship and includes major betting and training related rights.

Few football clubs can offer the global audience Manchester United can, meaning the commercial value of associating a betting brand with the club extends far beyond Britain.

Parimatch has also been associated with United through rights covering selected international territories, further demonstrating how a single club can maintain separate gambling relationships in different parts of the world.

Newcastle United: BetMGM

Newcastle United's major UK facing betting relationship is with BetMGM.

It is an interesting partnership because BetMGM itself is still a relatively new name in the British market compared with brands such as Ladbrokes, William Hill, Paddy Power and Betfred.

The Newcastle agreement therefore helps accelerate brand recognition.

BetMGM can borrow some of the enormous visibility attached to Premier League football while establishing itself as a mainstream UK sportsbook.

Newcastle have also had an international relationship involving 8XBet.

Nottingham Forest: BoyleSports

BoyleSports also has a significant relationship with Nottingham Forest.

That gives the bookmaker multiple Premier League touchpoints rather than relying entirely on its Leeds United partnership.

Forest have additionally been linked with FUN88, another gambling brand with a long history of Premier League sponsorship.

Again, the distinction between domestic facing betting partnerships and overseas commercial arrangements is important when assessing these deals.

Sunderland: Betway and Shuffle

Sunderland provide another example of a club with more than one gambling related commercial relationship.

Betway has a betting partnership with the club, while Shuffle has taken prominent sleeve rights.

The arrangement also demonstrates how quickly the sponsorship market can move. LiveScore Bet had previously occupied Sunderland's sleeve before Shuffle replaced it during the 2026/27 season.

For promoted clubs in particular, Premier League status creates an immediate opportunity to renegotiate commercial inventory that suddenly has worldwide television exposure.

Tottenham Hotspur: Betano

Tottenham's relationship with Betano is one of the more substantial gambling partnerships in the league.

The deal has included prominent training kit rights, while the longer term arrangement provides Betano with betting partner rights across important international territories including Europe and Latin America.

That international focus fits Betano particularly well. The company has expanded aggressively across regulated markets and used major sporting partnerships as one of the central tools for building the brand.

Tottenham have also been associated with VSBet through a separate gambling relationship.

Gambling Hasn't Left the Premier League, It Has Changed Position

The disappearance of gambling companies from the front of Premier League shirts was always going to produce a major visual change.

For years, it was almost impossible to watch a Premier League weekend without seeing bookmakers and online casinos emblazoned across several teams' shirts.

That era has ended.

The commercial relationship between football and gambling, however, very clearly hasn't.

Betting companies have moved to sleeves, training kits, pitchside advertising, digital content and official partnership programmes. At the same time, clubs have become increasingly sophisticated about dividing gambling rights geographically.

A club can have one betting partner in Britain, another in continental Europe and another targeting Asian customers.

Perhaps the most striking example in 2026/27 is Betway. Its relationships with Arsenal, Brighton, Chelsea, Manchester City, Manchester United and Sunderland give the brand an extraordinary footprint across the Premier League without requiring its logo to sit across the front of a single matchday shirt.

Betano, BoyleSports, BetMGM, Ladbrokes, CopyBet, Hollywoodbets and Stake are among the other recognisable names that continue to see considerable value in Premier League football.

So the betting brands haven't disappeared from England's biggest league.

You just have to look somewhere other than the middle of the shirt to find them.