Sports League Implements Guidelines for Collaborative Partnerships with Betting Companies in Sports
The English Premier League, along with the Football Association, English Football League, and Women's Super League, has established a new code of conduct for the regulation of sports betting sponsorship. This move comes as a response to growing concerns about the impact of gambling advertising on problem gamblers and minors.
Under the new code, there will be a phased ban on front-of-shirt gambling sponsorship starting from the 2026-27 season. Clubs are expected to adapt to this change and shift towards alternative marketing methods. In the meantime, betting companies are innovating their strategies, moving away from shirt deals towards more subtle approaches such as AI-driven ads, fan giveaways, and increased responsible gambling messaging integrated into stadium LED boards and club media.
The impact on clubs is significant. They currently benefit financially from betting sponsors, and the forthcoming ban on front-of-shirt deals presents a challenge. However, some clubs, like Manchester United and Leeds United, have already adapted partnerships, forging regional or sleeve sponsorships to continue engagement outside of main shirt branding.
The code emphasizes responsible gambling messaging. In the 2024-25 season, about 90% of Premier League clubs increased the presence of such messages on LED advertising boards. Clubs and the FA have also implemented policies aimed at protecting vulnerable groups, such as academy players, and actively promote campaigns for responsible gambling through various media.
Despite these efforts, there is ongoing debate about the overall social impact of gambling sponsorship in sports, particularly regarding underage exposure and problem gambling risks. The voluntary nature of the ban and continued gambling-related advertising through other channels invite scrutiny over how effective these measures will be in truly limiting gambling promotion among fans.
The agreement is a voluntary one among the individual leagues. Notably, Ivan Toney, a striker for FC Brentford, was sentenced to an eight-month ban and a high fine for betting on football matches in violation of the rules in May 2023, and gambling addiction was diagnosed in him. This case underscores the need for concrete guidelines to implement the regulations aimed at maintaining the integrity of football and protecting players from gambling-related harm.
All income from sports betting sponsorship in the individual leagues must be invested in the expansion of football infrastructure or community programs, according to the new code of conduct. The EFL (English Football League) has had a main sponsor since the 2013-2014 season, SkyBet, and the sponsorship has been extended, with SkyBet remaining the sponsor at least until the 2028-2029 season.
Areas of stadiums suitable for families may no longer contain sports betting advertising. In recent developments, Crystal Palace and the Wolverhampton Wanderers recently entered into new sports betting sponsorships, while AFC Bournemouth announced its new shirt sponsor, an Asian sports betting provider named bj88, on July 23.
Maintaining the integrity of football is a central aspect of the code of conduct, and sponsorship must never endanger the well-being of players or the fairness of the sport. Further details about the new code of conduct are expected to be published in the coming weeks. The agreement aims to bring about a change in the handling of sports betting sponsorship and requires clubs to adhere to four principles: Protection, Social Responsibility, Reinvestment, and Integrity.
As of the upcoming season, 11 out of 20 Premier League clubs will carry a sports betting provider as a sponsor on their shirts. All advertising campaigns must inform about the dangers of sports betting and promote responsible gambling. The new code of conduct marks a significant step towards addressing social responsibility concerns, but challenges remain in balancing commercial interests with protecting fans and vulnerable populations.
Online casinos in Germany, being aware of the newly established code of conduct for sports betting sponsorship in the European leagues, including the Premier League, are carefully formulating their strategies to comply with the regulations. In light of the phased ban on front-of-shirt gambling sponsorship, starting from the 2026-27 season, these casinos are exploring alternative marketing methods, such as AI-driven ads, fan giveaways, and increased responsible gambling messaging. As a result, football, along with other sports, remains an exciting platform for sports-betting enthusiasts in Germany, while ensuring a responsible and protective environment for the sport and its fans.
