Review: SBC News tracks sponsorship money shifting sideways as Premier League shirt ads end

Each week, SBC News' Sponsor Spotlight rounds up the sponsorship moves that keep betting brands attached to sport. This edition covers four UK stories: London.Bet's back-of-shorts deal with Charlton Athletic in the Championship, the reported end of Betfred's nine-year Super League title sponsorship, Manchester United's training-kit tie-up with Betway, and the headline act - BOYLE Sports' one-off pre-season trophy at Croke Park between Leeds United and Manchester United.

The common thread is the Premier League's imminent front-of-shirt gambling sponsorship ban. As that space closes, the SBC piece shows money shifting sideways - into training kits, shorts, and standalone event titles rather than disappearing. The BOYLE Sports Cup is the standout because it is the first gambling-sponsored one-off club football match between two Premier League sides, played at an 82,000-seat stadium that has never hosted club football. That is an inventive way for a bookmaker to stay visible in the top flight without a shirt logo.

Why this matters: the piece is a useful barometer for where sponsorship value migrates when regulated channels shrink. It confirms that clubs and operators are already adapting ahead of the season, and that 'ban-proof' placements are being tested now rather than later. It also flags the potential end of the Betfred-Super League partnership, one of UK sport's longest-running betting sponsorships - if that breaks, both sides face a significant rebrand, and whoever steps in next will signal how the rugby league market views gambling marketing.

The SBC team ranks the deals and makes a plausible case that BOYLE's trophy format could be copied by other clubs and bookmakers. For the full rundown, the executive quotes, and the rankings, read the original piece at SBC News.