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Premier League’s Last Gambling Shirt Season: £140M and a UK Crackdown

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Premier League’s Last Gambling Shirt Season: £140M and a UK Crackdown

Arsenal’s First Title Push in 22 Years Plays Out as Clubs Face Revenue Cliff and Potential Blank Shirts Next Season

In 2023, Premier League clubs entered a voluntary agreement to remove gambling front-of-shirt sponsors by 2026/27 – and the cliff edge is coming. Going beyond this change, the UK government announced on February 23 that it would launch a consultation this spring aimed at banning unlicensed gambling operators from sponsoring British sports organizations entirely, potentially closing a loophole that currently allows offshore betting firms to maintain shirt deals.

This proposal goes further than the voluntary ban and covers sleeves, training kits, stadium branding, and every other promotional avenue. Culture Secretary Lisa Nandy said it was “not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards.”

Multiple Premier League clubs still carry unlicensed gambling firms as front-of-shirt sponsors heading into the tail end of the season. Under the voluntary ban, licensed gambling brands would still be permitted on shirt sleeves, training kits, stadium signage, and pitchside LED boards from next season. However, the government’s proposed crackdown on unlicensed operators would go further, potentially barring them from all sponsorship arrangements with British sports clubs, not just front-of-shirt placement.

Historically, gambling firms have paid up to double what alternative sectors offer for such a marketing opportunity. An audit published by The ESK found that gambling brands account for £95 million, or 23.3% of the total £408 million front-of-shirt market. For several of the affected teams, gambling sponsorships make up between 28% and 38% of total commercial revenue.

ESK’s analysis recorded 27,440 gambling-related messages during the opening weekend of the current season alone across TV, radio, and social media – fewer than 10% of which came from shirt sponsors. FX, crypto, fintech, and payroll brands are emerging as the primary competitors for the vacant front-of-shirt inventory.

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The ban’s final weeks coincide with one of the most dramatic title races in recent Premier League history. Arsenal, who do not carry a gambling shirt sponsor, lead Manchester City nine points at the time of writing, with the Pep Guardiola-led side having a game in hand and a defining fixture between the two set to take place at the Etihad on April 19. Statistical models give the Gunners a 97% chance of winning their first league title since 2004.

None of the traditional “Sky Six” clubs are directly affected by the sponsorship ban: Arsenal wear Emirates, Manchester City wear Etihad, Manchester United wear Qualcomm, Liverpool wear Standard Chartered, and Tottenham wear AIA. Chelsea started the season without a front-of-shirt sponsor after failing to close a reported £65 million replacement deal. The 11 clubs carrying gambling brands on their shirts this season are concentrated in the league’s middle and lower tiers, where the financial impact will be sharpest, especially among the key relegation candidates.

Reports have emerged that some clubs are struggling to secure replacement sponsors in time for next season. According to BritBrief, the prospect of teams starting the 2026/27 campaign with blank shirt fronts is being described within the industry as “not a great look” for the world’s most-watched football competition. West Ham – one of the teams flirting with relegation this season – are among the clubs understood to have approached premium automotive brands, but agreements remain elusive.

Previous record shirt sponsorship deals in the Premier League include Manchester United’s £235 million agreement with Qualcomm signed in 2024 and Chelsea’s reported £40 million-per-year deal with Infinite Athlete. Manchester City settled a legal dispute with the Premier League over sponsorship rules in September, clearing the path for a new Etihad Airways deal reportedly worth up to £1 billion over 10 years – potentially the largest commercial partnership in British sporting history.

FAQ 🔎

  • When does the Premier League gambling shirt ban start? The voluntary ban on front-of-shirt gambling sponsorship takes effect from the start of the 2026/27 season, making 2025/26 the final campaign with betting logos on matchday shirts.
  • How many Premier League clubs have gambling shirt sponsors? Eleven of the 20 Premier League clubs carry gambling brands on their front-of-shirt this season, including Aston Villa, Everton, West Ham, Nottingham Forest, and Wolves.
  • Can gambling brands still sponsor Premier League clubs after the ban? Licensed gambling operators can still appear on shirt sleeves, training kits, stadium signage, and LED boards, but a separate UK government consultation could ban unlicensed operators from all sponsorship arrangements entirely.
  • How much revenue will Premier League clubs lose from the gambling ban? The collective value of front-of-shirt gambling deals exceeds £140 million per season, with some affected clubs deriving between 28% and 38% of their total commercial revenue from betting sponsors.

Crypto

CLARITY Act Needs 60 Votes and 7 Democrats as GOP Races the August Recess Clock

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CLARITY Act Needs 60 Votes and 7 Democrats as GOP Races the August Recess Clock

Key Takeaways

Pressure Builds as the Legislative Window Narrows

The push was reported by Eleanor Terrett, host of “ Crypto in America,” who said GOP lawmakers are increasingly anxious to move the bill once senators return from their break. She tied the renewed sense of urgency to heightened political pressure following the fallout from a contentious housing bill, as well as a growing realization that time is running short. She further added:

“Pressure and time constraints could ultimately create the conditions needed to strike a deal.”

Lawmakers and analysts broadly agree that the Senate must act before August for the legislation to have a realistic shot this year. The CLARITY Act would establish a federal framework dividing oversight of digital assets between the Securities and Exchange Commission (SEC) and the Commodity Futures Trading Commission (CFTC). It is a long-sought goal for an industry that has complained for years about regulatory uncertainty in the U.S. The House of Representatives passed its version of the measure in 2025.

Image source: X

From the outside looking in, the arithmetic seems to be a central hurdle as Republicans hold 53 Senate seats, which means the bill needs at least seven Democratic votes to overcome the 60-vote cloture threshold and reach a final floor vote. The Senate Banking Committee advanced the legislation in a 15-9 vote in May, placing it on the calendar but leaving the floor fight unresolved.

Senator Cynthia Lummis (R-WY) has set an end-of-July target and warned that missing the window could push enforceable digital-asset rules to 2030. Reporting indicates that the House is prepared to move quickly to reconcile the two versions if the Senate passes its bill before the recess, with the lower chamber scheduling back-to-back hearings in July touching on crypto policy.

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Industry pressure has also intensified, with more than 200 organizations, including Coinbase and Ripple, urging Senate leaders to bring the bill to the floor. A separate coalition representing over 1,200 technology companies has pressed for swift passage as U.S. crypto rules face mounting global competition. Groups of former national security officials and crypto founders have added their names to the mix as well in recent weeks.

That said, not everyone is on board with these developments, and Senator Elizabeth Warren (D-MA), ranking member of the Senate Banking Committee, recently argued that the bill in its current form could “blow up the economy.” That opposition is part of why supporters need to peel off a handful of Democrats to reach 60 votes.

What Comes Next

The next step is a Senate floor vote, where the bill’s bipartisan support will face its broadest test. Even if it clears that hurdle, the Senate text would still need to be reconciled with the House’s 2025 version before anything could reach the president’s desk.

As things stand, the August recess functions as a hard deadline in the minds of the bill’s backers. The post-recess stretch runs into an election-year calendar that supporters fear could stall momentum, which is why several lawmakers describe the coming weeks as the bill’s best and possibly final opening this Congress.

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Crypto Insiders Say Daily Senate Meetings Keep CLARITY Act Alive | PYMNTS.com

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Crypto Insiders Say Daily Senate Meetings Keep CLARITY Act Alive | PYMNTS.com

With time running out to strike a deal on cryptocurrency legislation, U.S. senators remain divided on several issues, Semafor reported Thursday (June 25).

Those issues include potential restrictions on President Donald Trump’s ability to profit from digital assets, how to fill empty seats at the Securities and Exchange Commission (SEC) and the Commodity Futures Trading Commission (CFTC), how to govern yields on stablecoins, and how to combat illicit finance, according to the report.

Senators interviewed by Semafor had differing views on the likelihood of a deal being struck on the crypto bill.

Sen. Cynthia Lummis (R-Wyo.) said lawmakers hope to get a bill to the Senate floor in July.

Senate Majority Leader John Thune (R-S.D.) said of the negotiations: “There’s a path there, it’s just that we’re kind of running out of time.”

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Sen. Mark Warner (D-Va.) said: “I’m pretty down on the lack of progress.”

Supporters of the bill hope to reach a bipartisan deal before the fall midterm elections, which will take away momentum from this and other legislative priorities, per the report.

Bloomberg Government reported Thursday that Lummis said lawmakers will soon release an updated draft of the CLARITY Act that will address some of the outstanding issues.

Kristin Smith, president of the Solana Policy Institute, said in a Thursday post on X that while many people in the crypto community are concerned about the progress of the CLARITY Act, and there’s never a guarantee that legislation will pass, she strongly believes there is a path to get the bill to the President’s desk.

There are active conversations going on between senators of both parties, the White House, the crypto industry and other stakeholders, Smith said in another post.

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“There are daily in-person meetings between key negotiators at the member level,” Smith said in a third post. “That wouldn’t be happening if no one thought this could go anywhere. In Congress, time is scarce, and CLARITY has a lot of attention.”

In Thursday post on X by the Blockchain Association, the organization’s CEO, Summer Mersinger, said that negotiations around outstanding issues in the CLARITY Act are “active, serious and solvable … A July vote should remain the goal — and is, in my view, absolutely achievable.”

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Bitcoin Slides Nearly 20% in June as $715M in Crypto Long Bets Collapse

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Bitcoin Slides Nearly 20% in June as 5M in Crypto Long Bets Collapse

Key Takeaways

Volatility Grips Bitcoin After Fresh YTD Low

After plummeting to a fresh year-to-date (YTD) low of $58,035 Thursday morning, bitcoin rebounded to erase its 24-hour losses. While the flat net performance paints a stable picture, the daily chart tells a different story—revealing violent price swings that triggered the moment bitcoin crossed below $59,000 on Wednesday.

Data shows bitcoin breached $61,000 less than three hours after tumbling to what was then its YTD low. Although it subsequently dropped below this level, the cryptocurrency traded close to it until shortly after midnight, when another rally eventually pushed it past $61,800. While it lost momentum before reaching $62,000, it nonetheless managed to hold above $61,000 until 9:20 a.m. EDT.

While its plunge to $58,000 took less than 30 minutes, a relief rally saw the cryptocurrency reclaim $59,000 about half an hour later. At the time of writing (1:42 p.m. EDT), the top cryptocurrency traded slightly above $59,500, translating to a mere 0.4% drop over 24 hours. This marginal drop left its market capitalization still under the $1.2 trillion mark.

With the June curtain closing, bitcoin is increasingly poised to clock 30-day losses north of 20% and leave the first half of 2026 bleeding out by more than 30%. The retreat exposes just how far the mighty have fallen; since scaling an all-time high of over $126,000 in October 2025, bitcoin has seen more than half of its peak value utterly erased.

A Crypto Crisis or a Macro Realignment?

Meanwhile, on the derivatives market, bitcoin’s price action over 24 hours saw $484 million in leveraged positions liquidated, with long bets accounting for approximately 70%, or $339 million. Overall, the crypto economy saw $1.01 billion in leveraged positions wiped out, with long bets accounting for $715 million.

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As bitcoin continues to slide to fresh yearly lows, investor panic is palpable, forcing many to scramble for the exits. However, seasoned analysts argue this is a macro story, not a fundamental failure. Boris Alergant, head of GTM at Babylon Labs, maintains that the sell-off mirrors a broader, market-wide risk-off reset rather than an isolated crypto event. If anything, Alergant suggests, this volatility proves bitcoin is no longer an island—it is deeply integrated into the traditional financial machine.

“It reacts to liquidity, rates, positioning, and institutional flows in the same way other major macro assets do. Near term, I do think the market could remain under pressure through the summer. AI has been absorbing a significant amount of investor mindshare, capital, and talent that might otherwise have flowed into crypto. With major AI companies moving closer to the public markets, there also appears to be some repositioning happening across growth and technology exposure more broadly,” Alergant said.

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