A survey conducted in England by the University of Bristol found that gambling advertisements swept the Premier League's opening weekend. The research found that 27,440 betting messages populated live soccer telecasts, social networks, and sports programming across the weekend from the Friday opener to matchweek one's finale on the Monday.
Key Takeaways
- The University of Bristol recorded 27,440 gambling-related messages during the opening Premier League weekend
- Almost half of all adverts appeared during the "whistle-to-whistle" ban
- Eleven of 20 Premier League clubs still feature gambling firms as shirt sponsors ahead of next season's ban
The report revealed that almost half of these communications were made during the U.K.'s "whistle-to-whistle" ban, which was introduced in 2018 and aims to prevent the promotion of gambling ads during live games, highlighting the ineffectiveness of self-regulatory methods.
The study, now in its third year, analyzed 29 hours of live coverage from Aug. 15 to 18. It found that one match, Wolverhampton Wanderers versus Manchester City, averaged 22 betting promotions per minute.
Despite a slight decline from the 2024–25 season, the number remains triple that recorded at the start of 2023–24. The research also identified 43 separate gambling brands, up from 31 the previous year.
Dr. Raffaello Rossi, a senior lecturer in marketing and impact lead for Bristol Hub for Gambling Harms Research, explained that the Premier League is now “saturated” with the promotion of gambling brands. He added, “The evidence is now overwhelming: self-regulation has failed. Voluntary codes are protecting profits, not fans. The question now is how much more evidence the Government needs before it finally steps in to act.”
The Premier League, alongside the FA and EFL, has since introduced a voluntary code of conduct addressing gambling-related sponsorships and protections for young audiences.
West Ham's BoyleSports deal raises eyebrows
The past couple of years have seen an ever-increasing campaign for British soccer to break its relationship with gambling. However, despite most clubs agreeing to assist, not all are on board.
In July, West Ham confirmed a new multi-year front-of-shirt partnership with Irish betting company BoyleSports, replacing Betway. The deal, effective for the 2025–26 season, aligns with league rules allowing clubs to secure new sponsorships before the upcoming gambling logo ban.
Premier League teams agreed in 2023 to remove betting sponsors from the front of shirts by the 2026–27 season, though sleeve and LED advertising will still be permitted.
The ban followed consultations between the league, clubs, and the Department for Digital, Culture, Media and Sport as part of wider gambling reform efforts. West Ham has yet to reveal future sponsorship plans once the ban takes effect.
Stake.com loses UK license amid regulatory probe
Further scrutiny over gambling sponsors comes as Everton’s front-shirt sponsor Stake.com surrendered its U.K. gambling license following a Gambling Commission investigation into inappropriate social media promotions in February.
The probe began after a video featuring adult performer Bonnie Blue circulated online with Stake branding. The commission also highlighted past issues, including the access to crypto betting for U.K. users despite existing restrictions.
Stake's U.K. operations were managed by Isle of Man-based TGP Europe under a "white label" license. The commission confirmed that Stake's British site would close by March 11 and warned football clubs, including Everton, against promoting unlicensed gambling operators.
