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The truth behind betting sponsors on football shirts
Sponsorship in the modern game is big business. Did you read about Manchester United’s record £60 million per year deal with tech giants Snapdragon? Clubs in the Premier League and the Championship see these commercial partnerships as a financial boost that can strengthen their position in the transfer market. Do you think these deals are legal and ethical?
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The Ethics of Shirt Sponsors
The Rise of Betting Sponsorship in English Football
You may have seen Betano, Hollywoodbets, and BoyleSports featured on jerseys over recent years. We were surprised to learn that 11 of the 20 Premier League sides in 24/25 featured gambling brands on the front of their shirts. We found an even higher proportion among Championship outfits.
It doesn’t take a genius to work out the appeal for betting operators. Matches in the Premier League are followed by millions worldwide, making sponsoring the top clubs a sound investment. However, the growing number of betting operators in the English game has led to scrutiny from supporters and responsible gambling groups.
Are Betting Sponsors Legal?
You would think that only licensed operators in the UK can sponsor Premier League and EFL clubs. This would make sense for 100% fairness and transparency. But as we often find, things are actually more complicated.
Many of the names you see on football shirts are aimed primarily at overseas customers. You may have seen the logo of Stake.com on Everton’s strips or Asian operator NET88 on Crystal Palace’s tops. Is it right that most bets at Hollywoodbets are via their main South African business?
These football betting sites are licensed by the Gambling Commission, but most of their revenue is generated elsewhere. So, while they are legit, we can’t help but feel that there are still several ethical questions to answer.
How Do Betting Sponsors Impact Fans?
Ethics is one debate. However, we feel that impact is more important. Football builds communities like no other sport, and decisions made by those at the top of the game have significant consequences on our friends and families. How would you as a parent respond to your child asking about the logo on their hero's shirt?
Many feel that these partnerships normalise gambling, which can have a negative impact on everyone, particularly youngsters. We have read research showing that exposure to gambling advertisements influences attitudes and behaviours.
GambleAware is one of many organizations that have questioned the increasingly saturated gambling market in football and whether it adheres to FICA compliance. They would like to see stricter regulations and a greater emphasis on responsible gambling.
Premier League Betting Ban
You won’t see betting brands on the front of Premier League shirts after the 25/26 campaign. This is because clubs agreed to a ban from the beginning of the 26/27 season. While this is a major shift, you will still find gambling companies on sleeves, advertising hoardings, and training gear. The ban followed a wider UK Government review aimed at modernizing regulations. It remains to be seen whether further restrictions will follow.
The Future of Betting Sponsorship in English Football
You may have noticed a shift even from the stands. It appears that the dominance of betting sponsors will steadily decline. One thing is for sure: it won’t happen overnight. Gambling operators have worked their way into the ecosystem, and we can see why clubs would be concerned about losing the revenue they bring. I think we can all agree that greater transparency is needed. We believe that clubs and regulators, including the National Gambling Board (NGB), must come together to ensure sponsors are legal and ethical.
Professional background
After studying Sport & Leisure Management at Sheffield Hallam University, James began his career in iGaming in 2015. As a keen football fan, he focused on expert betting tips and sports betting guides. This included coverage of major events, including Euro 2020, the 2022 World Cup, The Grand National, and The Summer Olympics.
James’ expertise in sports betting was noticed by Talksport, where he wrote guides and predictions on the English Premier League, Tour de France, Cheltenham Gold Cup, and other major events. He also kept a close eye on football transfers, managerial changes, and promotions/relegations.
Having worked on a freelance basis for over a decade, James wrote content for the likes of Gentoo Media, Clickout Media, and the Gaming Innovation Group. This included reviews of major operators in the UK and other English-speaking markets. As well as writing, James has experience as an editor and managing a small team of copywriters.
Other sites James has written for include safebettingsites, basketballinsiders, casinotopsonline, and readwritemalaysia.
What Makes James An Expert
James has fantastic knowledge of betting operators, markets, odds formats, and promotions. He has a keen eye for detail and knows what to look for when picking winners. James has an engaging writing style and ensures that the copy is accurate and useful to readers who are looking to get into betting or improve their success rate.
James Top Tips
- Take time to find value: It is relatively simple to back the best sports teams and players. However, James suggests spending time browsing markets and finding better value on outsiders.
- Read the bonus small print: James knows the importance of reading the T&Cs. Consider the minimum deposit, wagering requirements, eligible markets, and minimum odds.
- Watch games live where you can: Take advantage of live streaming services to get the best understanding of sporting events. This puts you in the best possible position to make accurate in-play predictions.
- Only bet what you can afford to lose: James knows the importance of responsible gambling and always points out how important it is to only wager what you can afford to lose. This helps to ensure that you don’t get into financial difficulty from what should be an entertaining pastime.
Work Experience
- Readwrite – Content Writer (2023-2026)
- Gaming Innovation Group – iGaming Copywriter (2021-2023)
- Gentoo Media – iGaming Specialist (2018-2021)
- Media Skunk Works – Betting Writer (2015-2017)
Education
James has completed training with many of the organisations he has worked with. This includes SEO optimisation and keyword research. He is a keen learner who is constantly looking to improve his skills.
Q&A
Why did you get into the sports betting industry?
I have always had a passion for sports, whether it be football, cricket, rugby, or motor racing. After developing my skills as a writer, I began working for bookmakers and betting publications. I never looked back!
How do you spot value in the markets?
I use my expert knowledge of the teams and players involved to find value. I carry out extensive research on injuries, form, H2H, and motivation for victory to find suitable markets.
What are my favourite sports to bet on?
Football is my bread and butter, and the range of markets helps to keep things interesting. I would also recommend horse racing, tennis, and cricket, as there are thousands of daily markets.