How Premier League Clubs Are Circumventing New Anti-Gambling Shirt Sponsorship Rules
Premier League Betting Sponsor Ban Faces Loophole Exploitation
This season, betting companies are banned from appearing on the front of Premier League matchday shirts after an agreement among the 20 clubs. Yet big clubs like Manchester United and Tottenham Hotspur have found ways to keep gambling brands highly visible through other means.
A Partial Win Against Gambling Ads
The ban was agreed over three years ago but only came into effect for the 2026-27 season, allowing time for clubs to adapt. Despite this, 18 out of 20 clubs initially voted against a full ban. Before the rule change, eleven Premier League clubs still had gambling firms as their main sponsors, with those deals worth an estimated 3 million in 2024-25 alone.
History of Gambling Sponsorship in English Football
The surge in betting sponsors began two decades ago following the 2005 Gambling Act, which allowed these companies to advertise widely. Tottenham was among the first to sign a major deal with Mansion casino in 2006, while Middlesbrough partnered with 888. By 2019, 28 out of 44 Premier League and Championship clubs featured gambling logos on their shirts.
Visible Gambling Ads Still Everywhere
Even without front-of-shirt logos, gambling ads remain prevalent. Stadium hoardings, pre-match outfits, and training kits often display betting brands. TV coverage also continues to be dominated by gambling sponsors on channels like Sky Sports and TNT. Studies showed up to 3,500 gambling logos could appear during a single televised match.
Nick Harvey from the Coalition to End Gambling Ads said, "Removing shirt-front logos is already just a gesture. The real solution is for the government to end all gambling advertising in football."
Clubs Exploit Sleeve and Training Kit Sponsorship
The ban only covers front-of-shirt sponsors on matchdays, so clubs use sleeve logos and training gear to feature gambling brands. This summer, Manchester United signed a record 3 million per year training kit deal with Betway, surpassing many front-of-shirt agreements. Tottenham made a similar move with Betano sponsoring their training and pre-match wear. Everton and Aston Villa moved their gambling sponsors to sleeves. Six Premier League clubs now display betting brands there.
Government Targets Unlicensed Gambling Sponsors
The Department for Culture, Media and Sport (DCMS) is working to ban unlicensed gambling operators from sports sponsorships, aiming at companies like Stake.com and SBOTOP that target markets outside the UK. Around half of Premier League clubs reportedly have deals with such firms. The unregulated market earned 380 million from UK users in the first half of 2025 and lacks consumer protections, raising concerns about addiction and harm.
A DCMS spokesperson stated, "We welcome the Premier League's voluntary ban but are concerned unlicensed operators can still sponsor clubs, potentially exposing fans to risky sites."
The Big Step Campaign and Personal Stories
The Big Step campaign, run by people affected by gambling harm, highlights the dangers of betting sponsorship. Led by James Grimes, who lost 3,000 over 12 years before quitting, the campaign has walked to stadiums with gambling sponsors to raise awareness. Grimes points out how gambling ads reach young people constantly through social media, training kits, and pre-match content.
Grimes said, "The gambling and football industries will always try to maximize profit. It's better for society to have healthier fans than promote something causing harm."
Contradictions Within Clubs and Players
Several Premier League players have faced bans for betting offences linked to addiction, including Ivan Toney and Sandro Tonali. Tonali admitted his gambling problem began as a teenager. Ironically, he now wears training kits with Betano’s logo after Spurs signed a sponsorship deal.
The Big Step commented on social media, "There aren't many workplaces where someone has to wear clothes advertising a product they had an addiction to."
Small Steps, More to Do
Though banning front-of-shirt gambling sponsors marks progress, Grimes calls it a small step amid widespread advertising still present in football. He believes football prioritizes profit over fan health but feels some pride in The Big Step’s influence.
"Football knows gambling harms many people yet mostly puts profit first," Grimes explained. "We got the Premier League to reduce revenue from these sponsors, which took a lot."
