Following extended negotiations with the UK Government and sustained pressure from responsible gambling advocates, all 20 Premier League clubs have agreed to voluntarily phase out gambling company branding from the front of their match-day shirts. The change will take effect from the 2026–27 season, ending a commercial arrangement that has been in place at multiple clubs for years.
Background
In recent Premier League seasons, a significant proportion of clubs carried gambling brands on their front-of-shirt sponsorships. The arrangement is highly lucrative — front-of-shirt deals are the most valuable sponsorship positions in football, regularly commanding sums in the tens of millions of pounds per season.
Campaigns by organisations including the Big Step, led by former footballers affected by gambling harm, drew public attention to the visibility of gambling branding to children and vulnerable people watching matches. The campaign gained significant support from within the football community.
What Changes and What Stays
The agreement covers front-of-shirt sponsorships only. Gambling brands remain permitted in the following areas under the current arrangement:
- Sleeve sponsorships on match-day shirts
- Stadium perimeter advertising (LED boards)
- Training kit branding
- Digital and broadcast sponsorships
- Commercial partnerships and integrations
Campaigners have described the measure as a meaningful step but have called for broader restrictions, noting that gambling branding remains heavily visible during live broadcasts through perimeter advertising.
Impact on the Betting Industry
The loss of front-of-shirt opportunities will affect the marketing strategies of major UK-facing sportsbooks. Some operators had used Premier League shirt deals as their primary brand-building channel in the UK, given the sport's enormous broadcast reach domestically and internationally.
Operators are expected to redirect marketing budgets to digital channels, broadcast advertising and the remaining permitted in-stadium positions. The Gambling Act review's broader advertising restrictions — which are still being developed — may impose further limitations in coming years.
What This Means for Bettors
The change has no direct impact on the availability of sports betting in the UK or the quality of services offered by licensed sportsbooks. Regulation of the actual betting product — odds, markets, promotions — remains governed by the UKGC independently of advertising policy.
Published: February 15, 2026 · Category: Sports Betting