With the Premier League withdrawing gambling sponsorships from the front of t-shirts from the 2027/28 season, the English top-flight will be looking for brand-new sectors to fill the earnings gap left behind.

Whilst the betting sector has produced millions for wagering business in regards to the money payments of sponsorships, sports data and insights company Horizm believes that other markets represent better 'digital worth' - in the type of impressions and engagement - than gaming.

Currently, eight teams in the league hold betting business as front of t-shirt sponsors - AFC Bournemouth, Brentford, Everton, Fulham, Leeds, Newcastle, Southampton and West Ham - which create around ₤ 60m per annum in digital worth integrated.

However, using its AI-powered analytics, Horizm suggested that operators have actually not been a significant driving force in terms of providing digital value to these clubs.

The business's evaluation of the digital efficiency of wagering collaborations for expert football teams specifically highlighted the 'massive potential customers' for clubs and brand names to land new digital partnerships - such as with gamers in the home entertainment industry.

Over the last 12 months, the firm discussed, Bournemouth's sponsorship with Dafabet only produced EUR5,763 in total digital value based on aspects such as engagement and impressions.

At the time, the club lauded this offer as "an essential part" of the club's industrial objectives "of increasing profits in the Premier League".

Additionally, Brentford got EUR1,915 in overall worth from its partnership with Hollywoodbets, Leeds acquired EUR1,203 from their arrangement with SBOTOP, and Southampton and Everton made 'extremely little worth' of EUR708 and EUR197 from deals with Sportsbet.io and Stake.com, respectively.

Horizm continued: "Despite the truth that the garments sector is leading the way in terms of greatest amount of digital worth, with Leeds' sponsorship with Adidas producing EUR55,684 in total digital value and Everton's sponsorship with Hummel generating EUR45,545, collaborations in the show business with EA Sports are supplying clubs like Newcastle and Fulham a considerable volume of digital value."

There was various reports in February this year that the Premier League was close to concurring a six-year handle EA, stated to be worth near ₤ 500m. The set have business ties which date back to 1998.

Moreover, the company also explored Newcastle's collaboration with e-commerce business Noon, which it exposed had a digital value of EUR225,421, and then its offer with EA Sports which ranked second in the club's most profitable digital partnership with an EUR118,981 appraisal.

In a similar vein, contracts with EA Sports caused Fulham's greatest general social media engagements with 475,086 impressions, creating EUR36,924 in value, the information firm explained.

Insurance and monetary services, as well as software, carried out well for both AFC Bournemouth and Brentford following their sponsorships with Vitality and BlueJeans Network, which produced the clubs a total digital value of EUR33,170 and EUR32,353, in the previous year.

Luis Viverios, COO of Horizm, mentioned: "It is clear that whilst the gambling market might offer considerable monetary worth to clubs, those brand name collaborations do not represent value from a digital point of view.

"Our data highlights that fans of Premier League clubs engage more with brand name collaboration posts from sectors consisting of clothing, travel and e-commerce ahead of gaming. These partnerships likewise provide higher monetary worth digitally for both clubs and brand names.

Horizm's current 2023 Digital Value of Fans report emphasised the 'huge reach and industrial worth' the sports industry holds, whilst also touching on the 'remarkable possibilities' for brands and professional football teams to obtain a considerable amount of revenue through their digital stock.

Generating near to EUR80 million in revenue, the sports market has 590 brands that are digitally active, Horizm highlighted.

The group reported: "The bulk of sponsored digital sports material is led by garments and travel brands, with home entertainment & media also crucial within the top three sectors. Each market has a respectable brand name with Adidas (62.41%), Emirates (75.44%), and EA Sports (68.27%) dominant and using the most value."

Moreso, the report highlights the value of utilizing digital activation as an effective method to drive engagement, with dream sports triumphing, carefully followed by garments, and then e-commerce.

Horizm's research reveals that the most valuable kind of social media post for rights holders and brands to partner with is full-time outcome posts, producing a total of EUR57m in the past 12 months. This is carefully followed by posts marking birthdays and historic sporting minutes, producing close to EUR45m each.