Will Online Casinos Turn to Rugby After the Football Shirt Sponsorship Ban?

The Premier League decision to ban gambling companies from sponsoring the front of football shirts from the 2026/27 season marks a significant change in sports marketing. While sleeve and training kit sponsorships remain permissible, the move represents a clear message in response to growing concerns about gambling visibility in football. This regulation could prompt online casinos to seek alternative sponsorship routes, and rugby, in particular at club level, may emerge as a prime candidate.

For years, football has served as the crown jewel of sports sponsorship for gambling brands, offering unparalleled reach and visibility. However, the increasing scrutiny surrounding the relationship between football and betting, especially in the Premier League, has forced many gambling firms to reconsider their strategies. The National League and EFL clubs may still accept such deals, but top-flight exposure will be significantly curtailed.

As a result, top online casinos, and other sportsbooks, are now exploring different sports where gambling-related sponsorships are not only allowed but welcomed. Rugby, particularly domestic-based competitions, offers a fresh platform with growing audiences and few restrictions on advertising.

Why Rugby Makes Sense

Unlike the Premier League, English rugby has yet to impose limitations on gambling sponsorship. This has created fertile ground for new partnerships. For instance, there has already been an increase of involvement from casino brands, keen to align themselves with loyal fanbases, traditional values, and emerging digital coverage.

Rugby’s audience is attractive from a demographic perspective. Supporters are often older, financially stable, and less likely to include minors, a concern in football gambling debates. With a strong presence on both terrestrial and digital platforms, rugby provides a balanced opportunity.

Challenges and Considerations

That said, shifting the marketing focus from football to rugby won’t be without its challenges. Football remains the UK’s most-watched and commercially powerful sport. Even a mid-table Premier League team provides more brand reach than a leading rugby outfit. Therefore, online casinos must carefully evaluate the ROI of these partnerships.

Additionally, rugby’s governing bodies may eventually introduce stricter sponsorship codes, especially if the sport grows and attracts more mainstream attention. The pressure from public health advocates and gambling reform campaigners could subsequently extend to rugby, just as it did with football.

Another concern is global reach. Football offers international exposure through broadcasting deals and global fanbases, something rugby, while strong in the UK, France, New Zealand, parts of Africa, and Australia, is yet to capitalise on fully.

A Strategic Pivot

Despite the challenges, rugby does present an appealing alternative. It allows online casinos to maintain a presence in elite sport without drawing the same level of scrutiny. It also aligns with a narrative of responsible gambling and community engagement, which many brands are now keen to promote.

As the deadline approaches for football’s first front-of-shirt gambling ban, we’re likely to see a number of online casinos testing the water in rugby and other sports such as darts, snooker, and even motorsport. The future of gambling sponsorship is changing, and rugby may be one of the beneficiaries of that.