The truth behind betting sponsors on football shirts

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.