Recent investigations have revealed that six Premier League clubs are violating newly implemented rules regarding gambling sponsorship. The breach relates to these clubs failing to provide adult replica shirts without gambling sponsor logos, as required by the regulations. This has reignited debates over the effectiveness of self-regulation in football and raised broader concerns about the influence of gambling sponsorships within the sport, especially in light of the upcoming front-of-shirt sponsorship ban scheduled for 2026.
In a crucial decision reached in July, the Premier League, with the EFL, FA, and Women’s Super League, agreed to introduce more stringent guidelines on gambling sponsorships in football. Starting in the summer of 2026, the Premier League, along with the EFL, FA, and Women’s Super League, will enforce a total ban on front-of-shirt gambling sponsors.
As reported by the Manchester Evening News following a report by Pitch Inspection, six clubs,Aston Villa (Betano), Brentford (Hollywood Bets), Everton (Stake.com), Fulham (SBOTOP), Nottingham Forest (Kaiyun) and Southampton (Rollbit) do not offer replica adult shirts free from gambling sponsors.
The rules agreed in July state clubs must “ensure that mechanisms exist to enable supporters to have the ability to purchase adult replica kits that do not include gambling sponsorship logos, in the event that they are not otherwise available for purchase.”
For over two decades, gambling companies have increasingly made their mark on English football. With lucrative sponsorship deals, many Premier League clubs have relied on betting companies to bolster their finances. Fans can see the iconic logos of these companies on the front of players’ shirts, stadium banners, and digital advertising. However, the growing reliance on this industry has drawn criticism from politicians, advocacy groups, and fans alike.
The heart of the issue is the ethical dilemma surrounding gambling sponsorship in football, especially when it targets young and vulnerable audiences. Children idolise footballers, and seeing their favourite players sporting gambling logos normalises the association between football and betting. Several reports have suggested that young people are at a higher risk of developing a gambling addiction because of exposure to such marketing.
The ban
Considering these concerns, the Premier League announced earlier this year that it would voluntarily ban front-of-shirt gambling sponsorships from the 2026-2027 season. This decision represents a compromise between the clubs, the government, and advocacy groups, marking a significant step toward reducing the visibility of gambling in football.
This ban was not an isolated event but the culmination of years of debate, pressure, and growing awareness about the harms of gambling addiction. Studies have shown that individuals exposed to gambling ads at a young age are more likely to develop problem gambling behaviours later in life. Campaigns such as The Big Step have highlighted the personal toll that gambling addiction can take on families, often emphasising the need for tighter restrictions in football.
The ban will remove gambling logos from the front of shirts, though clubs will still be able to display these sponsors on sleeves and other areas, as well as feature them on perimeter boards in stadiums. This partial ban shows a step in the right direction but also raises questions about whether enough is being done to limit gambling’s pervasive influence in football.
How did we get here?
The origins of the ban date back to the overhaul of the UK’s gambling laws, particularly the review of the Gambling Act of 2005. This piece of legislation, which was written before online gambling, has faced increasing criticism as outdated. In 2020, the UK government launched a review aimed at modernising the regulations to reflect the digital age, where gambling is more accessible than ever before.
The voluntary nature of the ban is significant because it pre-empted government intervention. Premier League clubs were under increasing pressure from MPs, advocacy groups, and fans to act. Many felt that if the clubs did not address the issue themselves, the government would impose stricter, more sweeping legislation. Some may interpret the voluntary nature of the ban as a strategy for clubs to safeguard their commercial interests while giving the impression of taking responsible action.
However, as recent investigations have shown, many clubs are still failing to meet the new advertising guidelines. Whether this is down to oversight or a reluctance to comply, the breaches highlight the ongoing challenge of self-regulation in an industry where financial incentives are so closely tied to gambling sponsorship.
Looking forward, it’s clear that gambling sponsorship in football is far from resolved. While the front-of-shirt ban is a step in the right direction, many argue that it doesn’t go far enough. Clubs can still feature betting companies in other parts of their marketing, and it remains to be seen whether they will find new ways to circumvent the restrictions.
There is also the question of how football clubs will replace the lost revenue. Gambling sponsorships are among the most lucrative deals for Premier League clubs, particularly those lower in the table who do not have the same commercial pulling power as the likes of Manchester United, or Liverpool. For some clubs, finding alternative sponsors that can offer comparable financial benefits may be challenging.
The recent revelations surrounding six Premier League clubs’ breaking new gambling sponsorship rules underscore the ongoing tensions between football’s financial interests and its social responsibility. The ban on front-of-shirt gambling ads is a significant step forward, but it is only the beginning. To decrease their dependence on gambling revenue, the Premier League and its clubs are in search of ethical means to finance the sport. This will involve ensuring the safety and well-being of their youngest and most vulnerable supporters.
With gambling advertising in football under more scrutiny than ever before, the question remains: Will this voluntary ban be enough, or are more drastic measures on the horizon? The future of football gambling sponsorship could hinge on clubs prioritising their responsibility to the next generation of fans.
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