‘We can’t ignore the fact footballers are massive role models to kids’
Premier League clubs on Thursday collectively agreed to ban gambling sponsorship on the front of match-day shirts.
Sky News reported that eight clubs have gambling companies as front-shirt sponsors and suggested the deals are worth £60m each year.
The Premier League, in announcing the move, said it has become “the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising”.
Gambling sponsorship, the Premier League said, would be cut at the end of the 2025/26 season.
Until then, new, and existing, shirt-front gambling sponsorship, is allowed.
And clubs can continue to feature gambling brands in other areas, including shirt-sleeves and LED advertising.
Culture Secretary Lucy Frazer “strongly” welcomed the move, writing on Twitter: “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.”
Sky noted that the moves comes following an lengthly consultation process between Department for Culture, Media and Sport, the league and its clubs.
The eight clubs with gambling sponsorship displayed on the front of their shirts:
• 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)
• West Ham – Betway (online gambling firm)
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