Premier League betting shirt ban begins but other gambling deals remain

The Premier League’s voluntary ban on front-of-shirt gambling sponsorship has now taken effect as the 2026/27 football season has begun.

All 20 clubs agreed in April 2023 to remove betting operators from the most prominent position on their matchday shirts after the 2025/26 season.

However, gambling branding has not disappeared from English top-flight football. Most clubs retain betting partnerships in other forms. These cover shirt sleeves, training kits, LED boards, stadium advertising and other commercial assets. It leaves the practical reach of the measure open to debate.

Ban removes the most prominent shirt position

The Premier League became the first UK sports league to adopt such a measure voluntarily when the agreement was announced three years ago. It said withdrawing front-of-shirt gambling sponsorship would help reduce betting advertising. Clubs were given until the end of 2025/26 to adjust their commercial arrangements.

The change is visible as the new season opens with Arsenal hosting Coventry City. No Premier League team now has a betting operator on the front of its matchday shirt. This is compared with 11 clubs during 2025/26.

Betting brands retain a wider presence

Howver, 16 of the 20 Premier League clubs still have a commercial relationship with a gambling company. These arrangements include shirt sleeves, training wear, pitchside advertising, content partnerships and branding around stadiums.

Betway has agreements involving Manchester United, Manchester City and Arsenal, while Betano has secured training-kit and sleeve arrangements with Tottenham Hotspur and Aston Villa respectively.

The structure allows operators to retain visibility during televised matches and through clubs’ online audiences. It also encourages brands to move spending towards content, creators and digital campaigns rather than relying on a single logo placement.

“The logo might be coming off the shirt, but betting brands aren’t leaving the pitch.”

Championship clubs remain outside the restriction

The voluntary agreement applies to Premier League matchday shirt fronts and does not extend across the English football pyramid. Seven Championship clubs reportedly begin the season with gambling companies as their principal shirt sponsors, including arrangements involving Midnite, Coral and BOYLESports.

Wider gambling agreements are governed by football’s Code of Conduct for Gambling Related Agreements. Introduced for the 2024/25 season, it is based on four principles covering protection, social responsibility, reinvestment and sporting integrity.

The code requires sponsorships to limit their reach to children and people at risk of gambling harm. It also expects clubs to provide education and awareness messaging as part of their marketing activity.

Focus turns to the ban’s practical effect

Removing gambling brands from the most valuable position on Premier League shirts is a significant visual change. Nevertheless, supporters watching matches will continue to encounter betting advertising through other club assets and commercial partnerships.

The coming season will test whether the measure meaningfully reduces exposure or simply moves gambling branding elsewhere. It may also influence the debate over whether football requires broader mandatory restrictions rather than voluntary limits covering one form of sponsorship.