Premier League clubs ban gambling sponsors on front of shirts from 2026-27

Premier League clubs have agreed to ban gambling sponsors on the front of their shirts from the start of the 2026-27 season. The league said the clubs had taken the measure “voluntarily in order to reduce gambling advertising”.

Eight Premier League clubs have gambling companies as shirt-front sponsors, with the value of those deals estimated at £60m a year. It will still be possible to advertise gambling brands in other areas, including on shirt sleeves and pitchside hoardings.

A ban on gambling sponsors on shirts has been criticised by campaigners as “incoherent” because it ignores more visible forms of advertising such as pitchside hoardings.

The league’s statement said: “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.

Sign up to Football Daily

Kick off your evenings with the Guardian's take on the world of football

after newsletter promotion

“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.”