Four matchweeks into the first season without betting on shirt fronts, Eyeballr’s broadcast exposure data shows the category is still one of the most visible in the league. It has simply changed address.

The shirt front is clean

This is the first Premier League season with no betting brand on the front of a shirt. All 20 clubs have complied, and eight of them had to find a new front-of-shirt partner over the summer.

So where did the category go? We analysed the broadcasts of all 40 matches from matchweeks 1 to 4 to find out.

It moved to the LEDs and the sleeves

Betting brands ranked by minutes on pitchside LED and shirt sleeve

Betting brands took 25.4% of all pitchside LED time, which makes betting the biggest single sector on the boards. On sleeves the share was higher still: 34.0% of all sleeve exposure, across six clubs. Together, those two assets carried 85.2% of all the betting exposure we measured.

Twenty betting brands appeared, but it is a top-heavy market. The five biggest took 70.6% of the betting LED time. Betway leads on the boards alone. Add Aston Villa’s sleeve and Betano edges ahead, with 135.6 minutes to Betway’s 132.6. In the average match, a betting brand was on screen for 20.2 minutes.

In places the move is literal. Betano at Aston Villa and Stake at Everton went straight from chest to sleeve. At five of the eight clubs that gave up a betting shirt front, the same betting group now leads the home LED: Betano at Villa, Stake at Everton, Bally Bet at Nottingham Forest, Hollywoodbets at Brentford and SBOTOP at Fulham.

Clubs outside the big six carry the most

The 20 clubs, betting share of home LED time and betting sleeve partners

All 20 clubs carried betting brands on their home LED. The split between them is what stands out.

At the big six grounds, betting took 12.7% of LED time, from an average of 1.7 brands. Arsenal, Liverpool, Manchester City and Manchester United each showed a single betting partner.

At the other 14 grounds, betting took 31.3% of LED time, from an average of 3.6 brands. Sunderland and Bournemouth each carried six, and Sunderland’s boards gave betting 61.4% of their LED time, the highest in the league.

Our data measures exposure, not contract values. But the pattern is consistent with clubs replacing one large shirt deal with several smaller board and sleeve deals. For those clubs, betting income now looks like a portfolio, not a single partner.

Each club has played only two home matches, so these shares will move. We will keep tracking them.

See the whole picture

Betting is one sector. Eyeballr measures every sponsor on kit and LED, across every sponsorship sector in the Premier League, match by match and ground by ground. We hold the same data for other major competitions, including the UEFA Champions League, Formula 1, MLS and MLB.

If you are a brand, club, agency or rights holder and want to see how your exposure compares with the field, get in touch: stephen@eyeballr.ai