A study from the University of Bristol has revealed that gambling advertisements were still widespread during the opening weekend of the 2026/27 Premier League season, despite the introduction of a voluntary ban on front-of-shirt betting sponsorship. The analysis found a total of 15,571 gambling-related messages broadcast across the weekend. This marks only a 10.5% reduction in visibility, as this is the first season with a prohibition against such sponsorships.
Dr. Raffaello Rossi, who led the study, stated, "This cannot be presented as a success for self-regulation." Researchers assessed all live Premier League games in the UK from August 21 to 24, along with 15 hours of Sky Sports News coverage and 15 hours of TalkSport radio. They also examined paid and organic social media marketing from the ten major gambling brands with the largest followings. The report's findings are scheduled for presentation to the UK Parliament on Wednesday.
Despite the ban on front-of-shirt sponsorships, researchers noted that gambling marketing has simply shifted within the overall matchday environment. At least one gambling advertisement was recorded for five hours and 16 minutes during live broadcasts, equating to nearly one-fifth of the total broadcast time. Pitchside advertisements made up 72% of all messages seen at live matches, and the presence of gambling branding on team sleeves and training apparel was more than three times that of past seasons.
The study emphasized that Premier League broadcasts contained more gambling promotions per game compared to similar broadcasts in Germany, Canada, and the United States.
Additionally, the report highlighted a significant presence of gambling-related content in the digital sphere. Over 1,000 paid advertisements on Facebook and Instagram reached an estimated 153.2 million users, with individuals aged 18 to 24 representing more than 10% of that audience. Alarmingly, 93% of the identified gambling marketing content was not transparently labeled as advertising.
Peter Shilton, a former England goalkeeper and advocate for the research initiative, expressed his concerns about the findings, emphasizing the potential harm gambling can inflict on individuals and families. He remarked, "When gambling is so visible throughout the game, it risks making betting feel like a normal part of being a football fan or player. We are not at all anti-gambling but believe more needs to be done to reduce the amount of gambling advertising especially around the young."
Sir Iain Duncan Smith, co-chair of the All-Party Parliamentary Group for Gambling Reform, echoed these sentiments, stating, "These findings are further evidence that the voluntary approach to gambling advertising in football is failing."
