Finance and tech companies have surged into Premier League club sponsorship this season following a ban on gambling operators appearing on the front of shirts. This shift, described by Nielsen Sports as a “genuine reset,” comes after a 2023 agreement aimed at limiting gambling exposure to children and those at risk.

For clubs outside the 'big six', the average value of front-of-shirt deals has grown from £3.4mn in 2016-17 to around £9mn a year for the new season. Notable transitions include Everton switching from Stake to CMC Markets and Coventry partnering with fintech Monzo. While betting firms like Stake and Betano have been relegated to shirt sleeves, new sectors are taking center stage.

AI and data firms are emerging as the new dominant bidders. Fulham’s new sponsor, Click House, specializes in real-time analytics and AI. Experts suggest AI companies are attempting to establish themselves in the same way gambling and crypto firms historically have, leveraging the integrity and massive reach of football institutions.