This qualitative study uses Bourdieu’s sociology of practice to help understand how different actors in football consider ‘unhealthy’ sponsorships (defined as promoting gambling, food and drink high in fat, sugar or salt (HFSS), and alcohol) in the English Premier League. Eighteen informants were interviewed including those employed by football clubs and their charitable foundations, others with a commercial interest in the football industry, and members of fan organisations. Their responses were examined using a thematic approach and reflected the distribution of economic and cultural power between the agents in the field of football. Tensions within these fields of power are illustrated diagrammatically between those in possession of economic capital (the clubs), and those who protect the cultural capital of ‘their’ clubs (the fans).