The future of sports sponsorship – Ahead of the Game: Sports Horizon Scanning 2026

The sports sponsorship market has largely settled into a ‘new normal’ following the COVID-19 pandemic, with rights holders and sponsors adapting to shifting dynamics. However, other external factors are adding layers of complexity to sponsorship negotiations and implementation. Looking ahead to 2026 and beyond, increased regulatory scrutiny, rapid technological change and evolving social and cultural pressures are set to make deals more nuanced.

What’s happened in 2025? 

Recent months have seen a regulatory tightening across multiple sponsorship sectors in the UK. Premier League clubs have collectively agreed to withdraw front of shirt gambling sponsorships from the 2026/27 season onwards. At the same time, the UK government has brought in restrictions on the advertising of less healthy food and drink.

Meanwhile, rightsholders are under increasing pressure from sponsors, fans and regulators to ensure that partnerships align with ESG and CSR values. Accusations of ‘sportswashing’ and ‘greenwashing’ mean that parties operating in this space tread a fine line between their partnerships being considered ethical and being perceived as performative.

Lastly, we’ve seen an increase in more dynamic relationships between rightsholders and sponsors, substantially driven by technology. Sponsors want to offer innovative, immersive forms of advertising and are pushing for rightsholders to use their goods and services. These changing preferences and the evolving regulatory landscape have introduced additional layers of complexity to sports sponsorship contracts and the relationships that underpin them.

Key developments and predictions for 2026 

Restrictions on sponsorship in regulated sectors in the UK 

Evolving UK regulations on gambling, cryptocurrencies and High Fat, Salt, Sugar Products (HFSS) are reshaping the sponsorship market. As sponsorship deals become increasingly global, inconsistencies between jurisdictions are putting greater emphasis on due diligence, warranties, indemnities and clear contract terms around suspension and termination rights when it comes to negotiation.

Gambling

Gambling sponsors have long been a major revenue source for Premier League clubs, especially outside of the ‘big six’. In fact, for the 2025/26 season, Premier League front-of-shirt sponsorships are worth $525.4 million and gambling brands account for around 25% ($129.6 million) of this revenue.

With a ban on these deals approaching, brands from other sectors will compete for these coveted spots, potentially shifting deal values and dynamics. Gambling sponsors, meanwhile, are likely to seek alternative opportunities, such as stadium naming rights or partnerships in other sports and markets.

Blockchain and cryptocurrencies 

While the NFT boom of the early 2020s has faded, cryptocurrencies and blockchain sponsorships remain important. Increased regulatory scrutiny is driving greater stability and longer-term deals, signalling a maturing market. This is reflected in the draft legislation published earlier this year by HM Treasury, the FSMA 2000 (Regulated Activities and Miscellaneous Provisions) (Cryptoassets) Order 2025.

Since 2023, the promotion of cryptoassets to UK customers has been within the scope of the UK financial promotions regime. This means that a sports club communicating content on behalf of a sponsoring cryptoasset business must ensure that they are permitted to make the promotion under a specific ground – either the promotion is communicated by an FCA authorised firm, approved by an FCA-authorised firm or falls within an available exemption. Promotions must also comply with the FCA’s cryptoasset financial promotions requirements (including prominent risk warnings and restrictions on incentives), and be fair, clear and not misleading.

The government’s forthcoming crypto assets regulated activities regime (expected to apply from October 2027) will add a further layer: firms carrying on specified crypto asset activities “in or to” the UK (including where UK consumers are targeted from overseas) will generally need to be FCA-authorised for those activities. As a result, arrangements under which an offshore sponsor relies primarily on a UK authorised firm merely to approve UK-facing promotions may become less attractive or less available, because the sponsor may need authorisation for the underlying activity in any event.

Clubs should also ensure that sponsorship activations do not move beyond advertising into intermediation (for example, affiliate-style onboarding, tracked referral links or assisting fans to enter into transactions), which could risk the club carrying on a regulated activity under the new perimeter.

HFSS and “less healthy” food and drinks in the UK 

Since 5 January 2026, products classified as “less healthy” food and drink now face strict new advertising restrictions, including a ban on paid-for online advertising and a TV watershed between 5:30 am and 9pm. To be classified as “less healthy”, products must fall within categories listed in the Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024 (SI 2024/1266) and meet the UK government’s Nutrient Profiling Model.

For years, HFSS and “less healthy” brands have been prominent sports sponsors, using everything from pitch-side ads to digital campaigns and athlete endorsements. The new rules will fundamentally reshape these partnerships, prompting brands to rethink their marketing strategies to stay compliant.

Practically, we expect brands to shift toward using generic logos or channels not subject to restrictions, such as their own platforms, podcasts, digital OOH and experiential events. With greater scrutiny, rightsholders and sponsors will need to play closer attention to approval rights and liability for compliance, making proactive contract review and clear communication essential for 2026 and beyond.

ESG and CSR integration in sponsorship strategies 

Environmental and social governance (ESG) and corporate social responsibility (CSR) are becoming central to sponsorship strategies. As we look to 2026, we expect a sharper focus on these values, driven by both consumer expectations (especially among younger generations), and more proactive regulatory enforcement. The expansion of bodies like the Competition and Market Authority signals that compliance will be under closer scrutiny, following the coming into force of the Digital Markets, Competition and Consumers Act 2024.

Sponsors and rightsholders face new compliance risks, with frameworks like the UN Sports for Climate Action which contains five principles including promoting environmental responsibility, reducing impact and promoting responsible consumption, and the EU’s Green Claims Directive setting clear standards for responsible advertising and operations. Practically, this means sponsorship packages will increasingly include requirements for sustainability initiatives, net-zero commitments, and transparent reporting. Clauses around governance and impact data are likely to become standard, and collaboration on sustainability content and stakeholder communications will be key.

A shift to more dynamic sponsorships 

In a world where many sponsorship categories are oversaturated and sponsors spend huge amounts to partner with rightsholders, potential partners are now looking for recognition which goes above and beyond standard designations and rights packages.

The technology sector is leading this shift, with sponsors now aiming for deeper integration, providing real services to rightsholders and creating partnerships that deliver immediate commercial benefits and more authentic connection with fans. In 2025, this trend was evident in a range of AI-driven and in-stadium technology collaborations, and its set to continue.

However, these dynamic arrangements require careful planning. Structuring deals that combine product or service supply with sponsorship rights can be complex, especially when it comes to managing dependencies and handling issues like termination. A multidisciplinary approach, bringing together marketing, technical, procurement, legal, and commercial expertise, will be essential for organisations looking to unlock the full value of these innovative partnerships.

Greater scrutiny of digital rights activation 

As sponsors and rightsholders seek more innovative ways to activate partnerships, especially through digital rights, the regulatory landscape is becoming increasingly complex. In 2026, privacy, data protection, marketing, AI and online safety will be in flux, with different jurisdictions moving at different speeds.

This fragmented environment presents real challenges for organisations aiming to run creative, multi-territory campaigns. To navigate these complexities, sponsors will need to conduct detailed market analysis, understanding the risks and opportunities in each region before launching promotions or activating digital sponsorship rights. Taking a proactive, granular approach will be essential for maximising impact while staying compliant in a rapidly evolving regulatory landscape.

What’s the impact on sports organisations? 

The sponsorship landscape in sport is entering a compliance intensive era where regulatory restrictions, ESG/CSR expectations, and technological developments are fundamentally reshaping commercial partnerships. Sponsors and rightsholders should:

• Conduct regulatory audits of their existing and proposed sponsorships in heavily regulated sectors, to ensure compliance with the changing regulatory landscape.

• Ensure a sensible allocation of responsibility for regulatory compliance, with sensitivity to differing approaches to a number of key issues between jurisdictions.

• Ensure alignment on ESG/CSR commitments as the focus moves from high level, principles-based commitments to more specific, definitive obligations.

• Consider sponsor/supplier hybrid arrangements comprehensively to ensure that both elements of the relationship can interoperate as required.

Stakeholders that proactively address these points will position themselves well to extract value from the evolving sponsorship landscape in 2026 and beyond. Those that fail to adapt put themselves at risk of regulatory sanctions, disputes and reputational damage.

To read the full report for Ahead of the Game: Sports Horizon Scanning 2026, click here.