A recent study from the University of Bristol has revealed that gambling ads remained prominent during the opening weekend of the 2026/27 Premier League season, despite a new voluntary ban on front-of-shirt betting sponsorship. The study recorded a total of 15,571 gambling messages, marking a mere 10.5% reduction compared to previous seasons.
This season marks the first time Premier League clubs are prohibited from featuring gambling sponsors on the front of their shirts, following the implementation of the voluntary ban.
Dr. Raffaello Rossi, the study's lead researcher at the University of Bristol, emphasized the lack of effectiveness in this self-regulatory measure, stating, "This cannot be presented as a success for self-regulation."
The research focused on all Premier League matches aired live in the UK during the weekend of August 21 to 24, analyzing 15 hours of Sky Sports News and 15 hours of TalkSport radio content. Additionally, the study scrutinized both organic and paid social media ads from the ten largest gambling brands on social media.
The comprehensive findings are set to be shared with the UK parliament on Wednesday.
Despite the ban on shirt sponsorship, the exposure shifted to other areas during matchdays. The analysis found that visible gambling messages appeared for over five hours, accounting for nearly 20% of broadcast time. Pitchside advertisements dominated, comprising 72% of all messages at live matches, while branding on sleeves and training kits surged to three times the level seen in prior years.
Rossi noted that broadcasts of Premier League games had more gambling advertisements per match compared to coverage in Germany, Canada, and the United States.
The report also highlighted a significant presence of digital advertising. Researchers tracked over 1,000 paid ads on platforms like Facebook and Instagram, reaching an estimated audience of 153.2 million accounts, with individuals aged 18 to 24 representing more than 10% of that total. Alarmingly, 93% of identified gambling marketing content was not clearly labeled as advertising.
Peter Shilton, a former England goalkeeper and a patron of the research initiative, expressed deep concerns over the findings, particularly over 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, reinforced these concerns, asserting, "These findings are further evidence that the voluntary approach to gambling advertising in football is failing."
