Premier League Clubs Halt Gambling Sponsorship on Jerseys

By Adedapo Adesanya

Premier League clubs in the United Kingdom (UK) on Thursday agreed to withdraw gambling sponsorship from the front of clubs’ matchday shirts.

This development makes it the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising.

As a result, gambling sponsorship will be axed at the end of the 2025/26 season, a statement from the league management said.

There are eight Premier League clubs with gambling companies as shirt-front sponsors, with an estimated value of £60 million each year.

Following this decision, the likes of Bournemouth – Dafabet (online bookmaker), Brentford – Hollywoodbets (online gambling firm), Everton – Stake (online crypto casino and sports betting platform), Fulham – W88 (betting firm), Leeds – SBOTOP (sports betting firm), Newcastle – Fun88 (online sportsbook and casino), Southampton – Sportsbet (online gambling company), and West Ham – Betway (online gambling firm), and other promoted sides will have to get fresh shirt sponsors.

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 also said it was working with other sports on the development of a new code for responsible gambling sponsorship.

Clubs will continue to be able to feature gambling brands in other areas, including shirt-sleeves and LED advertising.

Speaking on this, the UK Culture Secretary Lucy Frazer tweeted, “While the vast majority of adults enjoy gambling without harm, we can’t ignore the fact footballers are massive role models to kids.

“Our upcoming Gambling White Paper will upgrade punter protections & do more to protect those at risk of addiction.”