Premier League clubs vote to ban gambling advertising on the front of matchday shirts
Gambling advertising is becoming more ubiquitous, but not in the Premier League. In an announcement released on Thursday morning, the group of 20 clubs said they had decided to ban gambling sponsors from displaying on the front of shirts worn during matches. The ban is set to begin by the end of the 2025/26 season.
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 voluntarily take such action 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 gaming legislation.
This ban follows similar gambling advertising restrictions introduced in Italy’s Serie A in 2019 and Spain’s La Liga in 2021.
Lucy Frazer, Member of Parliament and Secretary of State for Culture, Media and Sport, tweeted her support for the ban, citing the old adage that athletes are role models for young children.
Eight Premier League teams currently have gambling sponsors with advertising on the front of their shirts: Bournemouth, Brentford, Everton, Fulham, Leeds, Newcastle, Southampton and West Ham. According to Sky Sports, these sponsorships are worth around $75 million a year.
While there will be no gambling advertising by the end of the 2025/26 season, the Premier League does not ban gambling sponsorship outright. Sky Sports reported that clubs can place gambling adverts pretty much anywhere on the sleeve of the shirt for match day, in addition to the front of the shirt. (At least the advert on the sleeve is smaller, right?) Also, until the ban comes into effect, clubs will be able to advertise existing ones and new Gambling sponsorships on the front of shirts.