Premier League clubs have agreed to stop advertising sports betting on their shirts. Critics consider the measure insufficient.
As confirmed by the Premier League, clubs voted in favor of the proposal to no longer advertise sports betting on the chest of shirts. This means that, for example, jersey sleeves or advertising boards on the edge of the pitch could remain areas for sports betting providers. The newspaper “The Times” reported 18 yes votes among the 20 clubs with two abstentions. The measure will apply from 2026, until then there will be a transition phase.
Currently, eight Premier League clubs have sportsbooks on their shirt chests. None of the top clubs are there, but big names like Newcastle United, West Ham United and Everton are.
“The measures are not sufficient”
Campaigns repeatedly drew attention to the danger of sports betting, gambling carries a high risk of addiction. “The shirt sponsorship measures are an acknowledgment of the harm caused by gambling advertising,” James Grimes, a recovered gambling addict, told The Guardian.
He founded the organization “Big Step”, which opposes the advertising of sports betting and at the same time criticizes the measures as insufficient. Every gang advertising represents a further danger, also for a relapse of those who have recovered. The step is also considered a measure to prevent legal restrictions, the government recently announced stricter regulation.
Bundesliga: Many partnerships, but rarely on jerseys
The sports betting providers are considered lucrative sponsoring partners. They use the sport specifically as an area and have been paying well for advertising for years – not only in England. Almost every club in the Bundesliga has a sports betting provider as a sponsor. The DFB and DFL are also sponsored by private betting providers. Advertising is legally permitted in Germany. Advertising for sports betting is also shown in the sports show.
In 2021, the Bremen Senator for the Interior, Ulrich Mäurer, brought a general ban on advertising for sports betting into play – in vain. According to the SPD politician, the message is that those who are familiar with the game have higher chances of winning. In fact, quite a few players ruined themselves and often their families as well.
While the sports betting industry generates high sales, the Federal Center for Health Education (BZgA) assumes that “across Germany it must be assumed that there are around 229,000 problematic and 200,000 probably pathological gamblers”.
Bans in Italy and Spain
Bans have long been in place in other major leagues. In Spain, advertising for sports betting has been banned from jerseys, stadiums and, in some cases, television. Advertising bans have been in effect in Italy’s Serie A since 2019.
In France, a sponsorship deal from the national association FFF caused a controversy. Kylian Mbappé, the team’s biggest star, refused a photo opportunity for certain sponsors, according to French media reports it was about fast food and sports betting.