THE ENGLAND AND WALES Cricket Board (ECB) has introduced a one-year exemption to its sponsorship policy, allowing betting companies to appear as front-of-shirt sponsors for teams competing in The Hundred during the 2026 season.
The temporary measure comes as several franchises reportedly struggled to secure replacement commercial partners following the league’s transition to a franchise-led ownership model. A permanent prohibition on gambling sponsorships on playing kits is scheduled to take effect from the 2027 season, according to a report in The Telegraph.
The decision represents a temporary departure from the ECB’s long-term commitment to phase out gambling sponsorship from match-day playing apparel. Under the revised arrangement, franchises will be permitted to sign betting companies as principal shirt sponsors for the 2026 edition only, after which the governing body’s permanent restrictions will apply.
According to the report, the exemption was introduced after a number of The Hundred franchises encountered difficulties in securing front-of-shirt sponsorship agreements as new private investors began taking operational control of the teams. The ECB concluded that allowing betting brands for one season would provide clubs with additional commercial flexibility during the transition to the new ownership structure.
The 2026 season marks the beginning of a new era for The Hundred following the sale of equity stakes in all eight franchises to private investors. The investment process, completed earlier this year, attracted substantial interest from global sports investors, IPL franchise owners and private equity firms, transforming the competition into a franchise-led commercial property while the ECB and host counties retained minority stakes.
The transition has significantly altered the commercial responsibilities of the franchises. Rather than relying primarily on centrally negotiated partnerships, teams are now expected to develop independent sponsorship portfolios, expand local commercial relationships and maximise revenue opportunities under the new ownership model.
The ECB’s long-term position on gambling sponsorship remains unchanged. The governing body has previously committed to implementing stricter standards around gambling advertising, aligning with broader reforms across British sport and recommendations arising from the UK government’s review of gambling regulation. From 2027 onwards, betting companies will no longer be permitted as front-of-shirt sponsors on playing kits in The Hundred.
