Campaigners claim Premier League gambling ban ‘doesn’t go far enough’ with ads still allowed on shirtsleeves and LED displays
Campaigners have labeled the Premier League’s ban on gambling sponsorship on the front of the shirt as “incoherent” as it will remain on other parts of the kit and in stadiums.
Eighteen of the top 20 clubs on Thursday agreed to a voluntary ban on gambling firms acting as main sponsors from 2026. However, gambling advertisements are still allowed on shirt sleeves and LED displays on the pitch.
James Grimes, founder of The Big Step campaign to end gambling advertising and sponsorship in football, said: ‘There are no more gambling advertisements than those on Premier League shirts, worn by billions of people around the world. world are worn. But just moving logos to a different part of the kit while allowing on-field advertising and league sponsorship at the same time is totally incoherent.”
The proposal was always expected to pass, given the compromise of gambling sponsors who remained elsewhere. Clubs also hope the move avoids legislation that would completely ban gambling advertising.
The eight Premier League clubs that have gambling firms on the front of their shirts – worth a combined £52m per season – now have three years to negotiate new deals. However, removing gambling companies from the market is expected to reduce the value of sponsorship, particularly for clubs outside the top six.
Premier League clubs voted to ban gambling firms acting as main sponsors
Campaigners have criticized allowing advertisements on shirtsleeves and fieldside signs
Brighton owner Tony Bloom welcomes the ban, which will take effect from 2026
The decision, after consultation between the league, its clubs and the Department for Digital, Culture, Media and Sport, means the Premier League is the first in the world to voluntarily reduce gambling sponsorship.
Culture Secretary Lucy Frazer said: ‘The vast majority of adults are safe gamblers, but we need to recognize that footballers are role models who have a huge influence on young people. We want to work with institutions like the Premier League to do the right thing for young fans. We will soon be releasing a white paper on gambling to update protections for gamblers and ensure those at risk of gambling harm and addiction are protected.”
Brighton owner Tony Bloom welcomed the ban, saying: “I don’t think it’s good to have gambling sponsorship on shirts, but I understand that for some clubs, particularly clubs lower down the leagues with much less revenue, the gambling companies pay the best. it’s hard to turn them down.”