The Premier League has announced that its clubs have voluntarily agreed to ban gambling companies from appearing as front-of-shirt sponsors from the summer of 2026, making it the first UK professional sports league to take such a step. The move has drawn mixed reactions, with campaigners welcoming the progress but criticising the continued allowance of gambling logos on shirt sleeves and pitchside advertising.
James Grimes, founder of The Big Step campaign, described the decision as an imperfect but important watershed. 'Although this outcome isn’t perfect, it’s a huge step,' he said. 'No gambling ads are seen more than those on Premier League shirts, worn by billions around the world.' However, he added that allowing gambling brands on other parts of the kit and pitchside hoardings was 'totally incoherent'.
Eight of the 20 Premier League clubs currently have betting companies as front-of-shirt sponsors, with contracts collectively worth about £60 million a year. Clubs outside the top six are expected to face income drops, as gambling firms often pay double what other sponsors offer. Brighton owner Tony Bloom, who has made a fortune from sports betting, endorsed the ban, saying: 'I don’t think having gambling sponsorship on shirts is good.'
The Premier League said the voluntary measure was agreed to avoid potential legislation, following consultations with the Department for Digital, Culture, Media and Sport. The league is also working on a code for 'responsible' gambling sponsorship with other sports. A three-year transitional period until 2026 was agreed to avoid legal challenges, allowing clubs to continue short-term deals until then.
Iain Duncan-Smith, former Conservative leader and a campaigner for tighter regulation, noted that the UK currently has some of the most liberal gambling laws in the world. The English Football League, which relies on betting sponsorship worth up to £40 million a year, has argued such income is vital for its survival.
