Betting ban: Premier League clubs to exploit loopholes

Premier League clubs are reportedly planning to exploit a ‘government loophole’ after the announcement of a ban on gambling shirt sponsors.

The Premier League announced that clubs will no longer be able to have gambling companies as their primary shirt sponsors. However, according to reports, clubs could still use gambling companies as a source of financial income due to what has been described as a government loophole.

It has been reported that the proposal approved by the Premier League’s shareholders will include ‘a compromise’ which will allow clubs to have gambling companies as sleeve sponsors.

The report claims it is a loophole to avoid government legislation that considered a blanket ban on all gambling advertisements. Since the announcement, the Premier League has been urged to enforce a wider ban.

The Big Step campaign’s founder, James Grimes, said: “Today’s announcement is a significant acceptance of the harm caused by gambling sponsorship. No gambling ads are seen more than those on Premier League shirts, worn by billions around the world. But just moving logos to a different part of the kit while allowing pitch-side advertising and league sponsorship to continue is totally incoherent.”

“Without government action on all forms of gambling ads in football, at every level, online casinos will exploit any voluntary measures and continue to market their products through our national sport.” Currently, eight Premier League teams have gambling firms as their primary shirt sponsors. West Ham’s long-term agreement with Betway is believed to be the biggest deal, with the Hammers getting a reported £10 million per year.

The Premier League is working with other sports on the development of a new code for responsible gambling sponsorship. The collective agreement will begin at the end of the 2025/26 season, to assist clubs with their transition away from shirt-front gambling sponsorship.