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Sponsorship dynamics may shift away from front-of-jersey exposure toward sleeves and training wear, potentially preserving or increasing sponsorship revenue for clubs like MANU; improved visibility for non-gambling brands could raise market interest in MANU's broader sponsorship strategy.
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League-wide restrictions banning front-of-jersey gambling sponsors take effect for 2026/27, forcing eight clubs to renegotiate major ad space. Fulham has replaced SBOTOP with ClickHouse, illustrating non-gambling brands gaining marquee exposure. For MANU, Betway’s training-kit deal, reportedly up to £20m/year, shows alternative channels, while sleeve deals may become more valuable as front-of-jersey slots dry up.
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