In a groundbreaking move, English Premier League (EPL) teams have collectively agreed to vote for a gambling ad ban on player jerseys, commonly known as “shirts.” The self-imposed ban is set to start at the end of the 2025/26 season.
Eight Teams Sporting Gambling Logos
Currently, teams are still permitted to secure new sponsorship deals, allowing existing agreements to remain in place until the specified deadline. Notably, eight out of the 20 EPL teams currently feature gambling logos on their shirts, with clubs like Everton, Newcastle, Brentford, and West Ham estimated to generate approximately £60 million (US$75 million) annually from these lucrative deals.
Compromise Deal with the British Government
This significant decision is part of a compromise between the EPL and the British government. The league aims to proactively address concerns and avert a potential outright ban on gambling advertising within the sport. This comes at a crucial juncture as lawmakers contemplate the establishment of a soccer regulator to enhance financial oversight of clubs.
Navigating the Regulatory Landscape
With the imminent release of a government white paper, comprehensive reforms within the gambling industry are anticipated. This includes tighter controls on advertising. The compromise deal seeks to strike a balance, allowing teams to maintain certain commercial relationships with the sports betting sector while moderating the overall visibility of such sponsorships.
Beyond Front-of-Shirt Advertising
Premier League clubs have announced their collective agreement to withdraw gambling sponsorship from the front of matchday shirts. Thus, positioning themselves as the first sports league in the UK to voluntarily undertake such a measure. However, this move does not completely sever ties with the gambling industry. As it’s understood that gambling brands will still be in other areas. Such as on jersey sleeves and advertising hoardings.
A New Code for Responsible Gambling Sponsorship
Beyond the immediate ban, the Premier League is actively engaging with other sports entities to develop a new code. This will govern responsible gambling sponsorship. This collaborative initiative reflects a broader commitment to address concerns raised by a growing backlash against the addictive nature of gambling advertising in soccer.
Gambling Ad Ban on Players Jerseys Fan Backlash and Concerns
The proliferation of gambling advertising in soccer has sparked a backlash in the UK. Particularly due to worries that it normalizes gambling for children who proudly wear team jerseys adorned with betting logos. Notably, before the current season, over 30,000 fans expressed their dissent through an online petition against Everton’s jersey sponsor, Stake.com.
Government’s Perspective: Gambling White Paper
UK Culture Secretary Liz Frazer highlighted the influential role footballers play as role models for children. She emphasized that the upcoming Gambling White Paper will prioritize upgrading consumer protections. And implementing measures to safeguard those at risk of addiction. The government’s keen interest in these reforms aligns with a broader agenda for responsible gambling practices within the sports industry.
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