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Premier League announces a ban on shirt-front gambling sponsors

Premier League clubs have collectively agreed to ban gambling sponsors on the front of their shirts from the start of the 2026/27 season.

Newcastle United, West Ham United, Leeds United and Everton are among the clubs who have betting brands on their shirts.

Bournemouth, Brentford, Fulham and Southampton also fall into this category, with the deals estimated to be worth £60 million per year.

The league’s statement read: “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 is also working with other sports on the development of a new code for responsible gambling sponsorship.

“To assist clubs with their transition away from shirt-front gambling sponsorship, the collective agreement will begin at the end of the 2025/26 season.”

While the ban on shirt-front gambling sponsorship may be viewed a significant step by some people, critics will claim the Premier League has not gone far enough.

Anti-gambling campaigners say the ban is ‘incoherent’ because it ignores more visible forms of advertising such as pitchside hoardings.

They believe the Premier League has a responsibility to protect youngsters and vulnerable people by not promoting the gambling industry in any way.

Having previously come under fire for accepting sponsorships from alcohol and tobacco companies, football’s link with gambling is now firmly in the spotlight.

There have been widespread calls for the sport to adopt a more responsible approach when it comes to agreeing sponsorship deals.

Many of the gambling firms with links to the Premier League cannot be traced to reputable brands, which casts serious doubt over the source of the revenue.

Sponsorships from Asian companies are often called into question, with criminal activities such as money laundering potentially funding the deals.

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