Reducing gambling advertising in the Premier League

The Premier League’s ”Betting Sponsor Ban” refers to the decision by Premier League clubs to withdraw gambling sponsorship from the front of each club’s match day shirts. This will start from the 2026/2027 season. This groundbreaking agreement makes the Premier League the first sports league in the UK to voluntarily restrict gambling advertising on the front of team shirts.

The decision to implement this betting sponsor ban is the result of extensive consultations. It was fueled, in part, by the UK government’s ongoing review of current gambling legislation. The ban is seen as a progressive step towards addressing concerns about problem gambling and its impact on society. The Premier League is also working with other sports on the development of a code for responsible gambling sponsorship.

More needs to be done

While the ban prohibits gambling sponsorship on the front of shirts, there is some criticism that it doesn’t go far enough. The promotion of gambling brands will still be allowed on training tops, match-day shirt sleeves and pitch-side advertising hoardings. Campaigners argue that moving logos to different parts of the kit, to make them less conspicuous, while allowing pitch-side advertising is inconsistent. It potentially continues to expose young fans to gambling advertisements. However, the ban on front-of-shirt gambling sponsors represents a recognition of the potential harm caused by such sponsorship.

Currently, eight out of the 20 Premier League clubs have gambling companies as front-of-shirt sponsors. With an estimated annual value of £60 million, the impact of the ban will vary from club to club. While those outside the top six are likely to experience some drop in income, the wealthier clubs will find it easier to seek more lucrative alternatives. Thus, the ban raises questions about the financial implications for clubs in lower divisions that heavily rely on gambling sponsorships for survival.

Scottish teams will not adhere to this ban

While Premier League teams support this initiative, the Scottish Professional Football League (SPFL) will not be removing betting sponsors from its football club shirts. It has stated that individual sponsorships are a matter for each club. In fact, there are currently no plans for a league-wide restriction on gambling sponsors on football shirts. This means that Scottish clubs will be allowed to continue their partnerships with betting companies.

The SPFL believes that gambling sponsorships are a significant source of income for clubs and support their business models, as well as enabling investment in community activities. Despite some criticism of this decision, the SPFL maintains that the matter of sponsorship is up to the individual clubs within their jurisdiction.

Alternatives to casino sponsorships

Finding alternative sponsors for football teams can be a challenge. However, there are several options for sponsorship by non-gambling companies that soccer teams can explore. These include technology firms, automotive brands, consumer goods companies, and financial institutions. These companies often have a strong interest in sports sponsorship and can provide financial support in return for brand exposure.

Another alternative for football teams would be to seek partnerships with sports apparel and equipment brands, such as Nike, Adidas, Puma, or Under Armour as their exclusive kit sponsors. These brands are highly visible in the football world and can offer lucrative sponsorship deals that include jersey branding, stadium advertising, and promotional events.

A negative impact

The revenue that football clubs earn from casino sponsors can vary significantly. It depends on factors that include club size, performance, popularity, and sponsorship agreement itself. The top football clubs earn millions of pounds per year from online casino sponsorship deals. These partnerships provide clubs with significant financial support, enabling them to invest in their teams, facilities and community projects.

The removal of online casino sponsors from football shirts would have significant effects on Premier League clubs. Firstly, it would result in a loss of a valuable source of revenue for clubs. It could also impact a club’s brand image and visibility. These sponsorships contribute to a club’s overall marketability and attract more fans. Without the exposure provided by casino sponsorships, clubs may see a decrease in ticket sales and merchandise revenue. The absence of these sponsors could also affect a club’s ability to attract new sponsors and secure future partnerships.

While some argue that the ban on gambling sponsors would protect vulnerable individuals and address concerns about the influence of gambling on sports, others highlight the financial implications and the need for alternative revenue streams for clubs.

Finding gambling sponsors

When it comes to finding gambling sponsors, football clubs have an array of options. One of the most common sources of sponsorship is through corporate partnerships that align with the image and values of the club. International tournaments and events provide another avenue, as global companies seek large-scale exposure.

With strategic planning, football clubs possess an array of options to secure sponsorships from different sources that ultimately contribute to their financial stability.

International Test and One-day International Cricket matches

Interestingly, the International Cricket Council (ICC) has decided to lift the kit sponsorship ban for gambling firms for specific matches — namely One-day Internationals and Test matches. However, the ICC’s decision allows member nations to decide for themselves whether or not to allow gambling logos on team kits during bilateral series and domestic cricket matches.

This decision respects the autonomy of individual cricket boards to determine their sponsorship agreements in line with their respective regulations and cultural considerations. Some member nations have already displayed gambling sponsorship logos on their playing kits or as on-field advertising at their home venues, despite the previous ban. This likely influenced the ICC’s decision to lift the ban, acknowledging that member nations should have the right to determine their own sponsorship arrangements.

Visible connections between football and gambling

Phil Carling claims that football appears to have been singled out when it comes to government discussions about gambling addiction. However, other sports face similar issues, and the concerns raised about gambling addiction extend across various sporting disciplines.

The widespread popularity of football means that any issues related to the sport, including gambling addiction, attract significant attention. Football has established extensive relationships with gambling operators through shirt sponsorships, stadium advertising, and other promotional avenues. These visible connections between football and gambling contribute to the perception that football is more entwined with gambling addiction than other sports.

However, efforts to address and raise awareness about gambling issues should extend beyond football. Many governing bodies and organizations are implementing measures to tackle gambling addiction in sports as a whole by promoting responsible gambling, providing support systems, and working with relevant stakeholders.