How one Silicon Valley firm is seizing an opportunity from Premier League soccer's gambling ad clampdown
Premier League clubs seek new front‑of‑shirt sponsors after gambling ads are banned, giving data firm ClickHouse a prime opportunity.Summary
Premier League clubs began the 2026/27 season without gambling companies on their matchday shirts, as a league‑wide restriction on front‑of‑shirt betting advertising took effect, forcing eight clubs to find new sponsors. At Fulham, online betting firm SBOTOP was replaced by Silicon Valley data infrastructure company ClickHouse, which secured the deal because mid‑table clubs offer more affordable sponsorship rates and greater marketing leverage. ClickHouse’s vice president Tanya Bragin said the available inventory creates a buyer’s market while still demanding competitive pricing, and the partnership provides both global exposure and a London‑based hospitality platform for clients. Other clubs, such as Everton and Brentford, have also switched to non‑gambling partners, while betting brands remain on sleeves and training kits, potentially increasing the value of those remaining slots. The shift reflects a broader industry move toward diversified sponsorship models as bookmakers adapt to reduced direct exposure.
(Source：Cnbc)