SPORTS BETTING

UK – English Premier League clubs agree to withdraw gambling sponsorship from front of shirt

By Phil - 13 April 2023

English Premier League football clubs have taken the decision to voluntarily withdraw gambling sponsorship from the front of clubs’ matchday shirts from the start of the 2026/27 season.

Gambling companies will still be able to advertise on the sleeves of shirts and throughout football grounds. There are currently eight Premier League clubs with gambling or betting companies as shirt-front sponsors, worth an estimated £60m per annum.

A Premier League statement read: “Premier League clubs have today collectively agreed to withdraw gambling sponsorship from the front of clubs’ matchday shirts, becoming the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising.

“The announcement follows an extensive consultation involving the League, its clubs and the Department for Culture, Media and Sport as part of the Government’s ongoing review of current gambling legislation.

“The Premier League is also working with other sports on the development of a new code for responsible gambling sponsorship. To assist clubs with their transition away from shirt-front gambling sponsorship, the collective agreement will begin at the end of the 2025/26 season.”

Bournemouth, Brentford, Everton, Fulham, Leeds, Newcastle, Southampton and West Ham all have front of shirt gambling sponsors.

James Grimes, Founder of The Big Step campaign to kick gambling advertising out of football, in coverage of the Premier League’s decision to ban front-of-shirt gambling sponsorship. I may be able to arrange interviews with figures at the campaign. 

“Today’s announcement is a significant acceptance of the harm caused by gambling sponsorship. No gambling ads are seen more than those on Premier League shirts, worn by billions around the world. 

“But just moving logos to a different part of the kit while allowing pitch-side advertising and league sponsorship to continue is totally incoherent. 

“Without government action on all forms of gambling ads in football, at every level, online casinos will exploit any voluntary measures and continue to market their products through our national sport.   

“Although this outcome isn’t perfect, it’s a huge step. Just over three years ago, there were nearly 30 clubs in the top two divisions with a gambling advert on the front of their shirt – with today’s announcement, we are getting closer to when that will be 0. This undeniable progress shows that the hard-fought argument – led by people with lived experience  – has been won.  

“The government and the sport itself now need to wake up to the reality that gambling ads are unhealthy, unpopular and will be kicked out of football. Delaying that moment is risking the health and lives of another generation of young fans.” 

Brighton Chairman Tony Bloom has a background in the sports betting sector but was keen to ban gambling shirt sponsors. He said: “From a personal point of view, it’s really important to be aware of children seeing gambling or betting advertising on the shirt in particular, because they buy the shirts. 

“I don’t think having gambling sponsorship on shirts is good, but I understand that for some clubs, particularly clubs down the leagues with much less revenue, the gambling companies pay the best so it’s a difficult decision to turn them down.  Although there is gambling advertising all around, I just think on the shirts it’s the most obvious, so that would give me the most concern.”