Crypto Firms Backed To Fill Premier League Betting Sponsorship Void

Crypto firms are the natural replacement to betting brands as the main shirt sponsors for Premier League clubs. That is the view of leading market intelligence company, Caytoo.

From next season, top-flight outfits have been barred from striking deals with betting companies to feature on the front of their shirts. Although the rules introduced by the Premier League don't apply to shirt sleeves or advertising on LED boards around the stadium, many clubs will be forced to pivot, and crypto has been tipped as a go-to option.

Renewed appetite for crypto

Research conducted by Caytoo suggested that crypto has played a more active role in Premier League commercial deals. Meanwhile, other data presented noted that crypto sponsorships can range from £5 million to £25m, often providing crucial revenue streams for clubs.

Chelsea, for example, has struggled selling prime sponsorship slots, however reports indicated they agreed a one-year training kit sponsorship extension worth £10m with BingX. Meanwhile, Tottenham teamed up with crypto platform Kraken in 2024 after cutting ties with Cinch, and in the last couple of years, figures have revealed crypto’s market share in the sponsorship sphere has more than doubled.

And Alex Burmaster, Caytoo’s head of research and insights, is surprised that crypto hasn’t been more proactive with front-of-shirt sponsorships. He said:

“The Premier League’s gambling ban will result in a more varied portfolio of sponsors and one with a more familiar feel.

“Crypto is an obvious contender and it’s surprising they haven’t yet stepped up to the plate for front of shirts. Often forecast as the ‘next gambling’, they’re already a Top 5 sponsor across all Premier League sponsors, they’ve also got plenty of money, are often based in offshore tax havens, and heavily target Asian audiences.”

One step forward, one step back?

There are regulatory concerns that have arisen around crypto firms, particularly in the way products are advertised to consumers. Currently, seven Premier League clubs have official partnerships with digital asset platforms; however, some crypto companies have come under the watchlist of the Financial Conduct Authority (FCA).

Newcastle, for example, has Australian firm VT Markets as their official financial trading partner, but they have been on the FCA’s warning list since 2023. In some respects, the fears surfaced about crypto and sponsorship aren’t too dissimilar to those expressed about unlicensed gambling betting brands collaborating with Premier League clubs.

Entain CEO Stella David expressed her concern about rogue gambling operators earlier this year, calling for a total ban. The government recently launched a consultation on the matter, and the findings unearthed will likely make for fascinating reading.

Keeping all options open

While some clubs may lean into crypto with front-of-shirt sponsorship, others are keeping their options open. This includes West Ham, who are eyeing a replacement for BoyleSports, and they are considering going down the travel route, with the Tourism Authority of Thailand (TAT) touted as a possibility.

Bar crypto, consumer brands are also beginning to take hold as far as sponsorship is concerned, and Burmaster thinks this could be telling. He added:

“This fightback is driven by various factors, such as deals becoming more sophisticated in how consumer brands can ‘activate’ the sponsorship, particularly through digital channels.

“Fanbases are also becoming more international, which is slightly easier for them [consumer-facing companies] to harness than business-to-business firms. Overall, it’s resulting in a more familiar feel for fans towards the companies ‘badging up’ their teams.”