Revealed: Premier League sleeve sponsorship values as gambling set to boost market by 40%

Sleeve sponsorship has quietly transformed from an experimental bolt-on into one of the Premier League’s most commercially powerful assets, and its value is about to rise even further. With the front-of-shirt gambling sponsorship ban coming into effect in 2026/27, many gambling brands are expected to shift to the sleeve. On average, gambling brands pay 38% more than the market average, fuelling a significant increase in sleeve sponsorship value across the league.

Almost every club in the Premier League has an active sleeve sponsor, and while deal sizes still vary, The Sponsor’s 2025 fair market sponsorship values report shows a growing sense of order and real momentum. The average fair market value for a sleeve deal is now £7.2 million, with some clubs commanding far higher figures and others sitting on underleveraged assets.