Life After Betting Sponsorship: Are You Ready?
June 26, 2025
With the ban on betting sponsorship in English football set to kick in from the 2026/27 season, Premier League clubs face a potential 60% drop in shirt sponsorship income (City A.M.). Other sports (and markets) are following suit, moving toward stricter standards and self-regulation of gambling deals.
This shift has created a serious revenue challenge—and a strategic crossroads—for commercial, marketing, and digital directors across football, rugby, cricket and other major sports and events across the UK and beyond.
What Will Change?
- Commercial Directors: Shifting from selling a static, exposure-based proposition to an outcome-driven sponsorship model.
- Marketing Directors: Building an engaged digital fanbase beyond the stadium and attracting socially responsible B2C brands through richer narratives.
- Digital Directors: Leading the charge by making fan data and digital infrastructure a core sponsorship asset.
The iSportConnect Directors’ Brunch Series
Designed for senior leaders, these invitation-only, Chatham House Rule roundtables bring together just 5–6 peers at a time in central London. Hosted by iSportConnect’s Content Director Jay Stuart, each session delivers a focused, off-the-record space to tackle one big question:
How do we replace betting income and attract brands that expect digital performance and purpose?
Consumer brands are investing in first-party data, digital engagement, and performance ROI. The winners will be those who adapt—fast.
The first event in the series will take place on July 17th at 9:30-11:30am in our Central London roundtable venue.
To join on July 17th, or register your interest to join future editions, contact Ray.James@isportconnect.com