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الرياضية
English Premier League new sponsors end betting era
Premier League clubs have witnessed the end of a sponsorship era dominated by betting companies on shirt fronts, as they collectively agreed to halt displaying gambling firm logos starting from the 2026-2027 season. Analyses suggest that this transition paves the way for a more diverse sponsorship landscape, with new partners emerging from sovereign investors and financial technology companies. Examples include Crystal Palace's partnership with the AI firm "Temporral" and other agreements between clubs like Aston Villa and Everton with financial and tech companies. This shift is seen as a response to new regulations that may be introduced by Britain to prevent unlicensed companies from sponsoring teams. It also reflects the decline of the betting industry’s presence in sports and highlights the growing role of technology and sovereign finance in shaping the future of sports sponsorship.
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