English Soccer Still Inundated by Gambling Ads Despite Jersey Ban
The ban on front-of-shirt gambling ads looks strict, but it’s largely cosmetic.
English soccer continues to be inundated with gambling advertisements, even after a ban on front-of-shirt sponsorship was put in place. Despite clubs finding a way to keep gambling sponsorship flowing in, fans have seen little change. The U.K. government and Premier League encouraged clubs to act voluntarily before full self-regulation could be enforced.
Gambling companies typically pay twice as much as other firms for front-of-shirt deals, and have retained their access to this most effective advertising channel. The ban only removed around 10% of total messages, with half this reduction offset by increased exposure on sleeves, training kits, and LED screens. Clubs have managed to maintain sponsorship revenue, with combined annual values rising from $89 million (£67 million) to $99 million (£75 million) for eight clubs that had to find new sponsors. However, soccer at lower levels in England remains heavily saturated with gambling sponsorship.
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