A study conducted by the University of Bristol has revealed that gambling advertising remained prominent during the opening weekend of the 2026/27 Premier League season, despite a new voluntary ban on front-of-shirt betting sponsorship. Researchers recorded a total of 15,571 gambling messages over this weekend. This figure represents a mere 10.5% reduction in exposure, despite the fact that this season is the first in which Premier League teams are barred from having a gambling sponsor on their shirts.
Dr. Raffaello Rossi, the lead researcher on the project, stated, "This cannot be presented as a success for self-regulation."
The study involved a comprehensive analysis of all Premier League matches broadcast live in the UK from August 21 to 24, as well as 15 hours of television coverage from Sky Sports News and 15 hours of radio broadcasts from TalkSport. Additionally, researchers examined organic and paid advertisements on social media from ten major gambling brands that have significant followings.
These findings will be presented to the UK Parliament on Wednesday.
Despite the voluntary ban on front-of-shirt sponsorships, the study found that gambling exposure has simply shifted to other advertising avenues during matchdays. At least one gambling message was visible for a substantial five hours and 16 minutes during live broadcasts, meaning that nearly one-fifth of the broadcast time contained betting promotions. Pitchside boards contributed 72% of the total visibility of gambling messages during the live matches, and branding on team sleeves and training gear has more than tripled compared to previous seasons.
Furthermore, analysis highlighted a serious issue in digital marketing, with over 1,000 paid ads on platforms like Facebook and Instagram reaching an estimated 153.2 million accounts in the UK. Notably, individuals aged 18 to 24 represented over 10% of that audience. Alarmingly, 93% of the gambling content marketing identified in the study lacked clear labeling as advertising.
Peter Shilton, the former England goalkeeper and a long-time supporter of the research initiative, expressed deep concern regarding these findings, emphasizing the potential harms of gambling 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.",
