As the Premier League begins its season without gambling companies on the front of matchday shirts, eight clubs are now in search of new sponsors, opening up significant advertising opportunities.
ClickHouse, a data infrastructure firm, has taken the place of SBOTOP at Fulham Football Club, highlighting a trend where companies from different sectors are stepping in to fill the void left by betting brands.
Tanya Bragin, ClickHouse's vice president of product and marketing, emphasized the unique opportunity to sponsor a Premier League club, noting that while the influx of sponsorship inventory may give companies leverage, the demand for exposure in such a prominent league keeps prices competitive.
The decision to partner with Fulham, rather than a top-tier club, was influenced by budget considerations and the strategic importance of London for global marketing and client engagement. Other clubs are also making similar transitions, with Everton and Brentford replacing their betting sponsors with firms from finance and recruitment.
Despite the restrictions, bookmakers are not exiting football entirely; they are adapting their strategies, focusing on sleeve and training kit sponsorships, which remain available. This evolution raises questions about the overall impact of the sponsorship clampdown on gambling advertising visibility in football, as some spending may simply shift to other sponsorship formats