A recent study conducted by the University of Bristol revealed that, despite a voluntary ban on front-of-shirt gambling sponsorship for the 2026/27 Premier League season, gambling advertising was still prominently displayed during the opening weekend of matches. According to the study, researchers recorded a total of 15,571 gambling messages throughout the weekend, indicating only a 10.5% decrease in visibility compared to previous seasons.
This season marks the first time that Premier League clubs have been barred from featuring gambling sponsors on the fronts of their jerseys, which has been a significant focal point in discussions regarding gambling regulation. Dr. Raffaello Rossi, the project lead at the University, stated, "This cannot be presented as a success for self-regulation."
The research encompassed all Premier League matches that were broadcast live in the UK from August 21 to August 24, 2026, alongside 15 hours of Sky Sports News coverage and 15 hours of broadcasts from TalkSport radio. Additionally, the team analyzed both organic and paid social media advertisements from the ten major gambling brands with the largest social media followings.
The findings are set to be presented to the UK Parliament on Wednesday. The report notes that although the front-of-shirt sponsorship ban was enacted, gambling messages have merely shifted to other areas within the matchday environment, retaining high visibility.
The study indicated that at least one gambling-related message was visible during live coverage for a total of five hours and 16 minutes, which signifies that almost one-fifth of broadcast time included such marketing content. Pitchside boards contributed 72% of all gambling messages at live matches, and brands displayed on players' sleeves and training gear increased by over three times compared to prior years.
Rossi highlighted that Premier League broadcasts exhibited a higher number of gambling messages per game than similar broadcasts in Germany, Canada, and the United States.
In addition to traditional broadcasts, the report unveiled a significant online presence of gambling advertisements. More than 1,000 paid ads on platforms like Facebook and Instagram reached an estimated 153.2 million accounts, with users aged 18 to 24 making up over 10% of this total reach. Alarmingly, 93% of the gambling marketing content identified in the study was not clearly labeled as advertising.
Former England goalkeeper Peter Shilton, who has been a long-time advocate for the research initiative, expressed profound concern over the implications of these findings, noting the potential harms of gambling on individuals and families. "When gambling is so visible throughout the game, it risks making betting feel like a normal part of being a football fan or player," he remarked. Shilton emphasized the need for more stringent measures to reduce gambling advertising, particularly aimed at younger audiences.
Sir Iain Duncan Smith, co-chair of the All-Party Parliamentary Group for Gambling Reform, acknowledged the study's implications, noting that these results present further evidence of the shortcomings of voluntary measures regarding gambling advertising in football.
