In a landmark decision to mitigate the harmful effects of gambling advertising, the Premier League has voluntarily chosen to ban match day front-of-shirt sponsorship deals with gambling companies. This move makes the Premier League the first professional sports league in the UK to take such a step voluntarily, garnering a mixed reaction from various stakeholders.
Implementation Timeline
The ban will take effect after the conclusion of the 2025/2026 season, providing clubs ample time to adjust and honor existing contracts.
Current Sponsorship Landscape
Currently, 8 out of the 20 Premier League clubs have front-of-shirt sponsorships with gambling companies. These clubs are:
Bournemouth
Brentford
Everton
Fulham
Leeds
Newcastle
Southampton
West Ham
The combined value of these sponsorship deals is approximately £60 million per year.
Remaining Advertising Channels
While the Premier League aims to curb gambling advertising through this restriction, it still permits gambling brand promotions on shirt sleeves and pitch-side advertising hoardings. This has sparked debate on whether these measures are sufficient to protect younger viewers and if a total ban on gambling advertisements in football should be considered. Some advocate for government intervention to regulate betting within sports.
Financial and Ethical Considerations
Clubs acknowledge the need to protect viewers and reduce gambling advertisement exposure but are also concerned about the financial repercussions. The owner of Brighton highlighted the challenge for clubs, especially those outside the top six, to decline lucrative offers from gambling companies. For instance, Everton, facing potential relegation, currently has a £10 million annual deal with the online casino Stake.com, which will be difficult to replace under the new regulations.
Promoting Responsible Gambling
The Premier League is also collaborating with other sporting bodies to develop a code aimed at promoting responsible gambling practices.
Comments