Premier League to reportedly phase out front-of-shirt gambling sponsors

But it will allow clubs to continue featuring gambling brands on their shirt sleeves. 

Proposals submitted to ministers detail a gradual reduction of gambling sponsorships over the next few years, although plans have been made to keep gaming brands on “less visible” shirt sleeves. 

The Premier League has argued a sudden vacuum in gaming sponsorships would leave some of its clubs financially hamstrung, particularly if such laws were to trickle down to the English Football League.

Chris Philp from the Department for Digital, Culture, Media and Sport is understood to be considering the Premier League’s proposal.

Therefore, The Premier League’s proposal represents a voluntary agreement between clubs on gambling sponsorship laws.  

Several top-flight clubs have gambling sponsors, including Newcastle United with Fun88, West Ham with Betway, Brentford with Hollywood Bets and the recently promoted Bournemouth with Dafabet. In fact, it was only recently that Dafabet struck its sponsorship agreement with Bournemouth.

A DCMS spokesperson said: “We are undertaking the most comprehensive review of gambling laws in 15 years to ensure they are fit for the digital age. We will be publishing a White Paper as part of a review of gambling legislation in the coming weeks.” 

The Premier League has declined to comment on any conversations held with the DCMS and ministerial officials.

This week’s GI Friday addresses the issue of the Gambling Act review, a sponsorship ban and the potential prohibition of free bets.

Stay updated with GI

Follow Gambling Insider for independent news, analysis and industry expertise.

Add as a preferred source on Google

Louis Thompsett

Gambling Writer

Louis Thompsett is a journalist and editor who served as a Staff Writer at Gambling Insider from February 2022 to April 2023, covering key developments across the global gambling, sports betting and iGaming sectors. During his time with the publication, he reported on regulatory updates, operator strategy, technological innovation and market trends, contributing both news coverage and in-depth editorial features for Gambling Insider and its associated titles.

Louis later advanced into senior editorial roles and now works as Editor-in-Chief of FinTech Magazine and InsurTech Digital, where he oversees content strategy and reporting for a global B2B audience across financial and technology sectors.

Visit Profile