TLDR
- A University of Bristol study recorded 15,571 gambling marketing messages during the Premier League’s 2026-27 opening weekend.
- The front-of-shirt gambling ban reduced betting ads during live matches by just 10.5%.
- Gambling ads on shirt sleeves and training gear rose 362%, while perimeter boards made up 72% of live broadcast messages.
- Newcastle United vs Liverpool had 2,702 gambling messages, with betting ads visible for almost 41% of the broadcast.
- Lawmakers and campaigners called for tighter rules, while the Premier League defended its policy.
The Premier League’s ban on gambling sponsors on the front of players’ shirts has cut betting ads during live matches by just 10.5%, according to a new study.
Researchers at the University of Bristol published the findings on Wednesday, October 21. They recorded 15,571 gambling marketing messages during the opening weekend of the 2026-27 season.
The count came despite a new rule that bars betting companies from sponsoring the front of matchday shirts. Premier League clubs agreed to the voluntary ban in 2023, and it took effect this season.
The rule does not cover shirt sleeves, training gear, or advertising around stadiums. Researchers found that gambling brands moved to those spaces instead.
Where the Ads Moved
Gambling advertising on shirt sleeves and training gear rose 362% compared with previous years.
Perimeter advertising, the boards that line the edge of the pitch, made up 72% of gambling messages seen during live broadcasts.
The research team studied seven televised Premier League matches played between August 21 and 24. They also tracked Sky Sports News, TalkSport radio, and social media.
Live match coverage alone contained 11,205 gambling messages. At least one betting ad was on screen for five hours and 16 minutes, close to 20% of total broadcast time.
Newcastle United’s match against Liverpool had the most. It featured 2,702 gambling messages, an average of more than 12 per minute, and betting ads were visible for almost 41% of the broadcast.
Dr. Raffaello Rossi led the research. He said the results show the limits of voluntary rules.
“The front-of-shirt ban was effective in removing gambling logos from shirt fronts, but it did not remove them from football,” he said.
How Other Leagues Compare
The study also looked at sports leagues in other countries over a four-year period. Premier League broadcasts averaged 2,449 gambling messages per game.
Germany’s Bundesliga averaged 1,677 messages per game. NBA and NHL coverage in North America averaged fewer than 510.
The findings were presented on Wednesday to British lawmakers at a meeting of the All-Party Parliamentary Group for Gambling Reform.
Sir Iain Duncan Smith, a Conservative lawmaker and co-chair of the group, said the results show the voluntary approach is failing. He called for tighter government rules.
Nick Harvey, a spokesperson for the Coalition to End Gambling Ads, told The Independent the shirt ban was a cynical move. He said it simply pushed advertising to other places.
The Premier League defended its policy. It said it was the first British sports league to voluntarily remove gambling sponsors from the front of shirts.
The league added that the ban is one of several safeguards meant to protect children and vulnerable people.
