The English Premier League will become the first UK sports league to effectively ban gambling sponsorships from the front of matchday shirts after reaching an agreement with clubs.
The measure, due to come into effect at the end of the 2025/26 season, is aimed at reducing gambling advertising and comes amid increasing pressure for the industry to protect vulnerable people.
Last year, the Committee of Advertising Practice issued new rules banning top-flight footballers and other celebrities from featuring in ads for gambling and betting companies.
In a statement issued Thursday, the Premier League said its 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.
“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 gambling legislation.
“The Premier League is also working with other sports on the development of a new code for responsible gambling sponsorship.
“To assist clubs with their transition away from shirt-front gambling sponsorship, the collective agreement will begin at the end of the 2025/26 season.”
Eight of this season’s 20 Premier League clubs currently have gambling companies as their front of shirt sponsor, many of them targeting the league’s significant Asian audience.
It is unclear whether the lower tiers will continue to accept gambling sponsorships on the front of their matchday shirts given the greater importance of these sponsorships to their clubs’ revenues. Seven of the 24 Championship clubs count gambling companies as their main shirt sponsors in 2022/23.
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