Betting brands are off Premier League shirts. Enterprise software moved in
Premier League clubs are playing this season without gambling brands on the front of matchday shirts, forcing eight of the 20 to find new partners at once. Fulham’s went to ClickHouse, an American data infrastructure company valued at $15bn.
The most valuable advertising space in world sport has changed hands, and some of it went to a database company. ClickHouse has replaced the betting firm SBOTOP on the front of Fulham’s shirt for the new season.
The reason is a rule rather than a bidding war. A voluntary Premier League restriction on gambling front-of-shirt sponsorship takes effect this season, which forced eight of the league’s 20 clubs to find new partners simultaneously.
That timing changed the terms. “If there’s more inventory coming on the market at the same time, it’s a buyer’s market,” said Tanya Bragin, ClickHouse’s vice president of product and marketing.
It did not make...
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