Premier League clubs have agreed to withdraw gambling companies as front-of-shirt sponsors after talks with the government.
The news was announced in a statement from the league on Thursday, with clubs having until the end of the 2025/2026 season to come into line with the new rules. Several teams, including West Ham will now need to find new sponsors.
"Premier League clubs have today collectively agreed to withdraw gambling sponsorship from the front of clubs’ matchday shirts, becoming the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising," the statement read.
"The announcement follows an extensive consultation involving the League, its clubs and the Department for Culture, Media and Sport as part of the Government’s ongoing review of current gambling legislation.
"The Premier League is also working with other sports on the development of a new code for responsible gambling sponsorship. To assist clubs with their transition away from shirt-front gambling sponsorship, the collective agreement will begin at the end of the 2025/26 season."
Bournemouth, Brentford, Everton, Fulham, Leeds United, Newcastle, Southampton and West Ham will all be affected by the change. According to The Times, 18 of the 20 current Premier League clubs voted in favour of the move, with the other abstaining.
It is thought that the clubs supported the move in order to avoid government legislation banning it completely. Gambling companies will still be allowed as shirt sleeve sponsors, with just front of shirt adverts banned.
A white paper from the government is due to be published within the next month, though ministers had signalled they would not include a ban on shirt sponsors if a voluntary agreement was reached. Only Premier League clubs will be affected by the ban, due to concerns about financial hardship for EFL teams.
None of the traditional 'Big Six' clubs will be affected as they do not have gambling companies as sponsors, while Newcastle and Fulham's sponsors are set to be replaced at the end of the season. Betting companies are usually the most lucrative sponsors, with a drop in income of up to £10million per season anticipated.
Brighton chairman Tony Bloom, who made his fortune from sports betting, has previously backed a ban on such companies sponsoring the shirts of teams. He said last year: “From a personal point of view, it’s really important to be aware of children seeing gambling or betting advertising on the shirt in particular, because they buy shirts.
“I don’t think having gambling sponsorship on shirts is good, but I understand that for some clubs, particularly clubs down the leagues with much less revenue, the gambling companies pay the best so it’s a difficult decision to turn them down.
“Although there is gambling advertising all around, I just think on the shirts it’s the most obvious, so that would give me the most concern.”
