West Brom have done well to secure a new shirt sponsor as a mooted ban on gambling sponsorship could mean the market is about to be squeezed.

That is according to finance guru and Football Insider columnist Kieran Maguire, speaking exclusively after the Baggies signed a three-year extension with Ideal Heating.

By the time the deal comes to an end, the sponsorship will have run for six years, making it one of the longest-running partnerships in the club’s history.

A ban on gambling sponsorship has been in the pipeline for a while and Sky Sports report that the issue was to be discussed at a recent Premier League shareholders meeting.

Maguire observed that Albion have acted at just the right time as a rush of clubs seeking new sponsors could be imminent.

He told Football Insider correspondent Adam Williams: “It’s a good time to get these things done. The increasing likelihood of a ban on front-of-shirt sponsorship from gambling companies means the market for sponsors is going to decrease.

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“Once the market decreases, the prices decrease too. By getting in early with an extension with a non-gambling company, it does put West Brom slightly ahead in the queue.

“I’ve spoken to senior figures of other clubs who have told me that they are currently sponsored by a gambling company and they are actively looking for replacements.

“What they don’t want is to be left in the summer of 2021 or 2022 when there are 15 clubs suddenly seeking a new sponsor. So this is definitely a logical thing to do from West Brom.”

West Brom filed a Companies House submission on Tuesday confirming that they are extending their accounting period until 31 July, as Maguire explained to this site.

Away from the boardroom, Sam Allardyce’s side look increasingly doomed to relegation and are 10 points adrift from safety with 10 games remaining.

In other news, a fellow Premier League team have approached West Brom with a view to signing one of the club’s youngsters.