Key facts:

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• - Total contribution: Bookmakers have invested $179 million in sponsorship contracts.
• - Impact on smaller clubs: Smaller teams rely on these agreements as a key source of revenue.
• - Forthcoming change: By the 2026/27 season, the APL will ban bookmaker logos on the front of shirts, paving the way for new partnership formats such as sleeve and stadium advertising.

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Bookmakers have become the second most important source of sponsorship revenue after the sportswear industry. However, their growing influence is accompanied by an ethical debate about the permissibility of gambling advertising.

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Cryptocurrency sponsors: The rise of a new industry

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Cryptocurrencies are also strengthening their position among club sponsors. This direction attracts clubs not only with finances, but also with an innovative approach.

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Examples of successful partnerships:

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1. 1. Nottingham Forest: Partnering with crypto platform Kaiyun Sports.
2. 2. Other clubs: Actively entering into agreements with cryptocurrency exchanges and blockchain platforms.

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However, sponsors from this area face challenges including market fluctuations and legal restrictions.

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APL financial performance: A record-breaking season

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Total sponsorship contracts reached $1.68 billion in 2024/25.

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• - Bookmakers: $179 million.
• - Other industries: Sportswear, financial services, tourism and technology.
• - Leaders: Manchester United with $326.8 million in sponsorship revenue. Arsenal continues its long-term partnership with Emirates, which runs until 2028.

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The future of sponsorship in the APL

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As the ban on betting logos on shirts approaches, expect to see a shift to other areas including technology, financial services and entertainment.

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Potential changes:

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• - Increase in contracts with companies outside the gambling industry.
• - Growing popularity of cryptosponsors due to their appeal to the younger generation.

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The Spanish La Liga, which has completely banned gambling as sponsors, can serve as an example for the future development of the APL.

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Conclusion

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Bookmaker and cryptocurrency sponsors form the financial backbone of many Premier League clubs. Despite criticism, their contribution remains significant. The introduction of new regulations will open the door to other sectors, leading to changes in the soccer sponsorship market.