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- Palace were one of 11 Premier League clubs seeking replacement for betting sponsors
- Ban on front-of-shirt gambling partners starts from 2026/27 season
- Temporal valued at US$5bn in February after raising US$300m
Crystal Palace have named software infrastructure firm Temporal as their new main sponsor, becoming the latest Premier League club to find a replacement for a gambling brand ahead of next season’s voluntary front-of-shirt betting ban.
Temporal will take over as Palace’s shirt sponsor from Asian betting firm Net88, which has held the position since 2024.
Clubs in English soccer’s top flight will be barred from displaying the logos of betting companies after this season, cutting off what has been a lucrative revenue stream for midtable and lower-tier sides.
The rule change has led to industry speculation over which categories could fill the void, with agency executives telling SportsPro last month that brands from the technology, pharmaceuticals and financial services sectors could be among the most active.
Palace have found their answer in Temporal, a software firm whose cloud platform is used to build artificial intelligence (AI) agents. Founded in 2019, the US-based company was valued at US$5 billion earlier this year after raising US$300 million in a funding round led by Andreessen Horowitz. Its software is now used by the likes of OpenAI, Netflix, JPMorgan Chase and Vodafone.
As part of its multi-year deal with the Europa Conference League finalists, Temporal’s logo will appear on the club’s men’s and academy kits, while the company will also deliver computer science and AI workshops for young people across South London.
Palace were one of 11 Premier League clubs who needed to find a new sponsor ahead of next season as a result of the betting ban, while Chelsea and Newcastle United also have deals expiring at the end of this season.
The rush to source new sponsors has created a buyers’ market which is expected to reset what clubs outside of the so-called ‘Big Six’ will be able to generate from their front-of-shirt asset.
It is also anticipated that the potential for more affordable deals could bring brands from a broader mix of categories to the table after previously being put off by the fees paid by betting companies.
The Eagles are the first of those 11 Premier League sides to find a replacement for their betting sponsor from outside of their existing portfolio. Brentford have already expanded their deal with job search engine Indeed, while insurance firm Vitality upgraded its partnership with Bournemouth in December to include the front-of-shirt asset.
Everton, who are currently sponsored by Stake, are also reportedly on the cusp of announcing financial services firm CMC Markets as their new shirt partner in a three-year deal worth UK£30 million (US$40.3 million).
While clubs will have to remove betting logos from their shirtfronts, the new rules do not stop gambling firms signing sleeve or official partner deals, meaning spending from the sector will not disappear from the Premier League entirely.
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