The English Premier League and its clubs have announced they will not allow gambling sponsorships on the front of matchday kits following the culmination of the 2025-26 season. This decision comes as the UK aims to tighten its laws on betting and attempts to promote the use of gambling in a safer, more responsible way.
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 take such a measure voluntarily in order to reduce gambling advertising
— Premier League (@premierleague) April 13, 2023
Currently, there are eight teams that would be affected by the ban, but that number will increase next year as Aston Villa adds a front-of-shirt sponsorship with BK8, an online casino company. This does not mean that gambling will disappear completely, however.
The Premier League has announced that from 2026/27 there will be a ban on gambling sponsors appearing on the 'front of clubs matchday shirts'.
There are currently 8 Premier League clubs sponsored by a gambling company, 40% of the league. pic.twitter.com/sHFAdxVYVh— Classic Football Shirts (@classicshirts) April 13, 2023
Sleeve sponsorships appear to still be on the table as well as advertisements on the pitch-side boards and any other means of promotion during the match-viewing experience.
Other European leagues have made similar moves in recent years, namely the Netherlands, Spain and Italy, but betting has found ways to remain prevalent in sports through alternate forms of sponsorship like broadcast partnerships or sponsorships on other parts of the shirt.
One method that seems to work under the new deal could be more training top sponsorships. Teams will likely begin putting more betting sponsors on the front of training apparel as that would not fit under the “matchday shirts” ban. More social media posts featuring the players wearing the merchandise could be another workaround for the rule until a more thorough and comprehensive ban is put in place banning these sponsorships altogether.
Most goals scored in the Premier League this season:
◎ Erling Haaland: 28
◎ Harry Kane: 21
◉ Ivan Toney: 17What a season the Brentford man is having. pic.twitter.com/mPm1MOXpq9
— Squawka Live (@Squawka_Live) April 1, 2023
We’ve seen the fallout from the gambling-related charges involving Brentford forward Ivan Toney which, according to the BBC, include 232 breaches in November and a further 30 in December. Toney, an England international, has been in great form this season but has been making headlines for his part in this scandal, for which he could face as much as a six-month suspension.
Whether this matter tied into the Premier League’s decision to restrict betting sponsorships is unknown, but if so, this ban could pave the way for much stricter laws and regulations that show the Premier League’s unified message on gambling and sport.
