Premier League Shirt Ban Cuts Gambling Advertising Exposure by Just 10.5%
United Kingdom.- 22 October 2026 | www.zonadeazar.com A new University of Bristol study has found that the Premier League’s voluntary ban on front-of-shirt gambling sponsorships reduced overall gambling advertising exposure by just 10.5%.
The research, published on 21 October 2026, identified 15,571 gambling-related messages during the opening weekend of the 2026/27 Premier League season.
The findings raise questions about the effectiveness of voluntary restrictions introduced by English football clubs and have renewed debate over gambling advertising in professional sport.
More Than 15,500 Gambling Messages Recorded
Researchers examined Premier League matches broadcast live in the United Kingdom between 21 and 24 August 2026.
The study also covered:
- 15 hours of Sky Sports News television coverage.
- 15 hours of TalkSport radio broadcasting.
- Organic and paid social media advertising.
- Content from the ten major gambling brands with the largest social media followings.
Despite the removal of gambling sponsorships from the front of matchday shirts, researchers found that betting brands remained highly visible through other commercial arrangements.
Pitchside Advertising Accounts for 72%
One of the report’s most significant findings concerned advertising boards around football pitches.
According to the study:
- 72% of gambling messages identified during live matches appeared on pitchside advertising boards.
- Gambling branding was visible for five hours and 16 minutes during the broadcasts analysed.
- At least one gambling message appeared during approximately one-fifth of total broadcast time.
- Gambling branding on shirt sleeves and training wear was more than three times higher than in previous years.
The results suggest that some advertising exposure has shifted towards alternative sponsorship formats following the front-of-shirt ban.
More Than 1,000 Social Media Advertisements
The research also examined gambling-related digital marketing.
Researchers identified more than 1,000 paid advertisements on Facebook and Instagram, with an estimated combined UK reach of 153.2 million accounts.
People aged 18 to 24 accounted for more than 10% of the estimated reach.
The study also found that 93% of the gambling marketing content examined was not clearly labelled as advertising.
Researchers raised concerns about whether these practices provide sufficient transparency for consumers.
Executive Comments and Criticism of Self-Regulation
Dr Raffaello Rossi, the University of Bristol researcher leading the project, questioned the effectiveness of the voluntary sponsorship restrictions.
He argued that a 10.5% reduction could not reasonably be presented as evidence of successful industry self-regulation.
Rossi also noted that Premier League broadcasts contained more gambling messages per match than comparable coverage in Germany, Canada and the United States.
Meanwhile, Peter Shilton, the former England goalkeeper, expressed concern about the continued visibility of gambling advertising among football supporters, particularly younger audiences.
Sir Iain Duncan Smith, Co-Chair of the All-Party Parliamentary Group for Gambling Reform, said the findings reinforced concerns about voluntary advertising controls.
Next Steps and Industry Impact
The study’s findings are due to be presented to the UK Parliament, where gambling advertising and sponsorship policies remain under discussion.
The Premier League introduced its voluntary front-of-shirt gambling sponsorship ban at the beginning of the 2026/27 season, while other forms of commercial sponsorship remain permitted.
For the iGaming industry, the findings raise questions about the effectiveness of partial advertising restrictions and their implications for partnerships between operators and football clubs.
The report also highlights the importance of examining overall advertising exposure, consumer protection and transparency in digital marketing.
Editó: @fonta
