Artificial intelligence companies, such as Microsoft and Adobe, already have deals with the Premier League, and Chelsea FC cut a deal with IFS. These firms are looking to build brand equity through sports. From the 2026/27 season, Premier League clubs have agreed to withdraw gambling brands from their shirts, creating a funding gap estimated at around £100 million across the league.

This opens up significant space for new sponsors. Chelsea's deal with IFS could be an early sign of this trend. Clubs are still signing bookmakers to other sponsorship properties, but the direction is clear: AI is gaining ground. AI deals focus on digital transformation and offer more than just brand visibility.

The Premier League's agreements with Microsoft and Adobe involve building tech roadmaps. Chelsea's IFS deal focuses on operations, data, infrastructure, and fan engagement. This shift extends beyond AI companies, including management services that focus on B2B deals. Arsenal partnered with Deel, a payroll and HR company, to streamline its workforce operations. This evolution aims to elevate businesses through advanced services and technology, giving teams a competitive edge.

Formula 1 has established a model for AI sponsorships, dividing categories to appeal to more customers and avoid overlapping interests. F1 has demonstrated creativity in its AI partnerships, such as Claude's designation as an 'Official Thinking Partner'. Rights holders should consider not only how to capitalize on digital transformation but also how to bring fans along and make these sponsorships creative. AI brands must recognize that they are entering an already crowded space and need to stand out with clear strategies.

AI brands must develop clear strategies to differentiate themselves from the competition. They need standout creative work to break through the noise in sports. Sponsors, whether household names or B2B companies, face the same challenge: standing out in sports. The key is how these B2B companies can present their services in a way that is compelling to football fans. In conclusion, AI is redefining sports sponsorships, and its success will depend on the brands' ability to connect with fans effectively.

The change in Premier League sponsorships, with the exit of betting companies and the entry of AI firms, reflects a broader trend. The need for brands to find new ways to connect with fans and offer added value is growing. Innovation in sponsorships is key to success in this new landscape. The future of sports sponsorships will be defined by the ability of AI brands to offer solutions that enhance the fan experience and optimize team operations.