From Shirts to Sidelines: Can GroundWOW Unlock the Next Major Sponsorship Asset in Football
With Premier League clubs opting to phase out front-of-shirt gambling sponsorships by the 2026/27 season, the sponsorship landscape is entering a decisive transition. As clubs and partners look beyond shirts for premium visibility, the search has already started for new powerful commercial inventory.
A New Era of Brand Visibility
For years, shirt sponsorship has been the most valuable asset in football’s commercial portfolio. With that space closing to gambling brands, there is a new focus on other impactful assets, including pitchside run-off areas (sidelines).
Run-offs deliver high-impact and extended brand exposure throughout a broadcast that goes around the world. Unlike often fleeting messages conveyed on LED boards, touchline branding can be in full view for a high percentage of 90 minutes game time — it is directly adjacent to the game’s action, in plain view of the audience and without competition from other advertisers.
Sustainable Sponsorship Innovation
GroundWOW’s patented technology transforms these previously untapped white spaces into premium advertising inventory, their autonomous EV’s printing directly onto natural or artificial turf. This solution not only delivers lucrative exposure but also provides a carbon-free game day alternative to energy-intensive LED systems.
By emitting no electrical power during matches, GroundWOW aligns with football’s growing commitment to sustainability, allowing clubs to pair commercial innovation with environmental responsibility.
Full Turn-Key Managed Service
GroundWOW’s offering extends beyond technology. Through a comprehensive managed service, the company supports stadiums and their partners from design to deployment, ensuring flawless execution and maximum impact on matchdays. For clubs, this means unlocking a new revenue stream with minimal operational overhead.
The Race for the Touchline
As the countdown to the sponsorship transition continues, demand for this new asset is expected to accelerate rapidly. Clubs and brands are already planning how to secure access to what promises to be football’s most valuable new commercial frontier, encouraged by GroundWOW’s roster of EPL client pioneers.
“Touchlines are realistically the closest asset to the TV broadcast, delivering more in-game exposure than ever before,” said [GroundWOW spokesperson]. “With the removal of betting logos from shirts, the sidelines represent a natural evolution for brand visibility — sustainable, impactful, and commercially potent.”
About GroundWOW
GroundWOW develops world-first technology enabling stadia and event venues to turn any surface into a dynamic canvas for high-impact branding. Combining sustainability with innovation, GroundWOW provides a full turn-key service, delivering commercial value and operational ease to stadium operators worldwide.
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