Shirt deals ending, a new football regulator, and warnings to white labels are shaking up the gambling sponsorship scene in English football.
Content Summary
For many years, gambling and football have been intertwined in the UK through sponsorships, especially in the Premier League. However, increasing scrutiny and concerns over children being exposed to gambling ads have led to significant changes.
A voluntary ban on front-of-shirt gambling sponsorships was agreed upon, set to take effect after the 2025-26 season. This shift means clubs must rethink how they secure brand exposure during matches. Many experts predict clubs will inflate sponsorship prices to capture the last available opportunities before the ban kicks in.
In anticipation of this change, clubs may pivot to other forms of advertising such as LED boards and player appearances, especially outside the UK where advertising regulations allow for more liberal marketing strategies.
Meanwhile, partnerships with leagues, such as Bet365’s deal with the UEFA Champions League, are becoming more common as operators seek to broaden their reach. With the UK government investigating ‘white label’ sponsorships—where non-UK licensed operators can sponsor clubs—further scrutiny may affect the sponsorship landscape.
The proposed Football Governance Bill aims to create an independent regulator for football, yet discussions around banning gambling sponsorships were vetoed in the House of Lords, indicating that while changes are coming, a total ban may not be on the horizon anytime soon.
Key Points
- Premier League teams are set to phase out front-of-shirt gambling sponsorships by the end of the 2025-26 season.
- Clubs are likely to raise sponsorship prices in anticipation of this ban as companies seek visibility during the last season.
- Innovative advertising methods like LED boards and regional partnerships are expected to replace traditional sponsorship models.
- The investigation into white label sponsorships could lead to tighter regulations for non-UK operators.
- A new Football Governance Bill aims to oversee football’s regulatory framework but has faced opposition on gambling sponsorship restrictions.
Why should I read this?
If you’re at all interested in how gambling sponsorships are intertwined with football, this article is a must-read. It dives into the changing landscape of football advertising and what it could mean for fans, clubs, and the industry. We’ve done the legwork so you can stay informed about the shifting winds in English football’s sponsorship game—don’t miss out!
