Premier League: a ban on main shirt sponsorship by bookmakers from the 2026-27 season

The Premier League clubs have collectively agreed to ban sports betting operators as main shirt sponsors from the 2026-27 season, announced the English League on 13/04/2023.

"The Premier League becomes the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising. The announcement follows an extensive consultation involving the League, its clubs and the Department for Culture, Media and Sport as part of the Government's ongoing review of current gambling legislation. The Premier League is also working with other sports on the development of a new code for responsible gambling sponsorship."

This voluntary compromise should allow the English top flight clubs to be exempt from future, stricter UK government legislation, expected to be introduced in April 2023, which would ban all forms of advertising by bookmakers. This would allow clubs to continue to display the logos of betting operators as sleeve sponsors as well as on stadium signage. A transition period of three years before implementation has been decided. Among those affected, West…