Front of Shirt Sponsorship Out: Could Footwear Be the Next Branding Battleground?

The Premier League has long been a global powerhouse, attracting billions in sponsorship revenue each season. For many years, gambling companies have dominated the landscape, particularly when it comes to front-of-shirt sponsorships. From Newcastle United’s Fun88 to West Ham’s long-term association with Betway, betting firms have been some of the most visible backers of English football.

However, this dynamic is about to change. From next season, gambling companies will be banned from sponsoring the front of Premier League shirts. While sleeve sponsorships and pitchside advertising remain open to betting firms, the iconic front of shirt spot, the most valuable real estate in football sponsorship, is being taken off the table.

The Impact of the Gambling Ban

This new regulation will reshape the sponsorship market. Premier League clubs have heavily relied on betting sponsorships, with some smaller clubs in particular dependent on the millions these deals bring. Losing access to that income will force clubs to be more creative in finding replacements. Traditional sectors such as airlines, finance, and tech firms are expected to make a comeback, but the market won’t be flooded with new mega-deals overnight.

What’s more intriguing is that entirely new branding spaces could rise in prominence. Clubs and their partners may look beyond shirts and sleeves to other visible elements of the game. And one possibility already being floated in some commercial circles is football boots.

Could Footwear Be the Next Big Thing?

The immediate thing to note is that footwear might not be the best location for brand building, but that hasn’t stopped all the usual suspects, including every top casino site and others, from exploring the pros and cons. This is largely because football boots are among the most visible pieces of kit on the pitch. Fans watching on television or in the stadium will often focus on a player’s boots, but could that see this space be expanded beyond the traditional footwear manufacturer logo to incorporate further advertising?

It would certainly be a radical step. Unlike shirts, boots have been treated as individual assets tied to personal endorsement deals. Shifting them into a collective commercial category would raise regulatory and contractual questions. Yet, as clubs search for alternative revenue streams, what once seemed outlandish may quickly become a serious discussion point.

Some believe that if Premier League clubs and kit manufacturers can align, footwear advertising could open up a lucrative new market. This would be particularly attractive for brands that want a constant on-pitch presence, given how frequently boots are shown in close-up during matches.

The Pros and Cons of Boot Branding 

There are both opportunities and obstacles to consider. On one hand, boots offer high visibility, global exposure, and the potential to tap into new sponsorship categories. They could also become a way for smaller clubs to make up the shortfall left by lost gambling sponsorships.

On the other hand, footwear branding may dilute the traditional role of boots as personal performance gear. There’s also a risk of fan backlash, as supporters will see the move as solely commercial. There are practical issues like space, too.

Conclusion

While it’s too early to say whether booth branding will become a reality, the upcoming ban ensures that new sponsorship models will be discussed in boardrooms across the Premier League. From virtual advertising overlays to expanded sleeve sponsorships, and now, the idea of footwear, innovation will be key.