A recent study by the University of Bristol has revealed that, despite the introduction of a voluntary ban on front-of-shirt betting sponsorship for the 2026/27 Premier League season, gambling advertising remains pervasive. The study documented 15,571 gambling messages during the opening weekend of the season, representing a mere 10.5% decrease compared to previous levels.
Dr. Raffaello Rossi, the project lead at Bristol, emphasized that this decline should not be viewed as a victory for self-regulation. The research team monitored all Premier League matches aired live in the UK between August 21 and August 24, analyzing not only the games but also 15 hours of Sky Sports News coverage and 15 hours of broadcasts on TalkSport radio. Additionally, they scrutinized both organic and paid social media advertising from the ten major gambling brands with the largest follower counts.
The report will be presented to the UK Parliament on Wednesday. According to the findings, even with the ban on front-of-shirt sponsorships, the visibility of gambling has simply relocated within the matchday experience. The study noted that at least one gambling advertisement was visible for five hours and 16 minutes during live coverage, indicating that almost one-fifth of the broadcast time featured gambling marketing. Pitchside boards were the primary source of this advertising, constituting 72% of all gambling messages during live matches, while branding on player sleeves and training gear increased to more than three times previous levels.
The digital landscape also presented a significant concern, with the study finding over 1,000 paid ads on Facebook and Instagram that reached an estimated 153.2 million users, with individuals aged 18 to 24 making up over 10% of this audience. Alarmingly, 93% of the identified gambling marketing was not clearly labeled as advertising.
Peter Shilton, a former England goalkeeper and a long-time supporter of the research initiative, expressed his worries regarding the effects of gambling visibility 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 around the young."
Sir Iain Duncan Smith, co-chair of the All-Party Parliamentary Group for Gambling Reform, supported Shilton’s concerns, stating, "These findings are further evidence that the voluntary approach to gambling advertising in football is failing."
