Business · Companies · 14 hrs ago
Shirt-front sponsorship revenue rises 8% across Europe's top leagues
Shirt-front sponsorship revenue across Europe's five biggest leagues rose 8% to £444 million for the 2026/27 season.
The analysis covered 98 sponsorship deals across 94 clubs, with some clubs having more than one shirt-front sponsor.
Financial services became the largest sponsor sector, with 21 deals, up from 15 the previous season.
Betting and gaming deals fell from 14 to four after the Premier League barred betting logos from shirt fronts on matchdays from this season.
Eight Premier League clubs replaced betting sponsors whose deals were worth £67 million a year with new agreements worth £75 million a year.
Clubs are turning to sponsors in other sectors, while airlines hold four of the five most valuable shirt-front deals.
Shirt-front sponsorship revenue across Europe’s five major leagues rose 8% to £444 million for the 2026/27 season.
Financial services became the largest shirt-front sponsor category, with 21 agreements, up from 15 the previous season.
The analysis covered 98 agreements across 94 clubs, while Sunderland and Sevilla had no shirt-front sponsor at the time.
Betting and gaming shirt-front agreements fell from 14 to four after the Premier League’s ban on betting logos on matchday shirts took effect.
Airlines held four of the five most valuable shirt-front sponsorship deals.
- Who
- Clubs and shirt-front sponsors in Europe’s five major leagues.
- What
- Shirt-front sponsorship revenue rose 8% to £444 million for the 2026/27 season.
- When
- The 2026/27 season; the analysis was published on 23 October 2026.
- Where
- Europe’s five major leagues.
- Why
- The sources do not state why overall shirt-front sponsorship revenue increased. The Premier League’s betting-logo rule led clubs to seek replacement sponsors.
This story does not have two clearly opposing sides.
Financial services had 15 shirt-front sponsorship agreements, while betting and gaming had 14.
The Premier League’s decision to remove betting-company logos from matchday shirt fronts took effect.
Shirt-front sponsorship revenue reached £444 million, 8% higher than the previous season.
- Shirt-front revenue
- £444 million in 2026/27, up 8%
- Financial services agreements
- 21, up from 15
- Betting and gaming agreements
- 4, down from 14
- Analysis coverage
- 98 agreements across 94 clubs
- Airline deals
- 4 of the 5 most valuable shirt-front sponsorship agreements