The Premier League establishes a set of standards for organizations sponsoring sports wagering activities.
Recent developments in sports betting sponsorship in the Premier League have sparked debates. The associations have now taken action and introduced new regulations for sponsorship deals.
Implementation of new guidelines effective from season 24/25
The 2024/2025 Premier League season is just around the corner, and prior to its commencement, the Premier League, the FA, the EFL, and the WSL have established a set of guidelines for managing sports betting sponsorships [Link in English].
The agreed-upon guidelines aim to introduce changes in the way sports betting sponsorships are handled. In the future, English league clubs will be required to adhere to four principles:
- Safeguarding
- Community engagement
- Reinvestment
- Fairness
The agreement is said to be a voluntary agreement between the individual leagues. The new regulations will come into effect with the start of the upcoming season.
Over half of Premier League clubs have sports betting sponsors
The topic of sports betting sponsorships is a contentious issue in England. Last year, Premier League clubs decided to ban advertising for sports betting providers from the chests of jerseys from the 2026/2027 season onwards.
However, several Premier League clubs have entered into new sponsorship deals with sports betting providers in recent months. As early as June, Crystal Palace and Wolverhampton Wanderers introduced their new gaming partners. Both were high-value sponsorships that would lapse with the ban coming into force in the 2026/2027 season.
Last week, AFC Bournemouth also announced its new jersey sponsor [Link in English]: bj88. The company is an Asian sports betting provider.
This announcement was met with strong public criticism. Despite the ban being two years away, over half of the 20 Premier League clubs will have a sports betting provider as a sponsor on their chests in the upcoming season.
Safeguarding & community engagement: No sports betting advertising in family-friendly areas
As part of the announcement of the new guidelines, the specific changes were revealed. The primary objective is to limit sports betting advertising and protect problem gamblers and minors from gambling-related harm.
Therefore, it has been decided that areas of stadiums specifically designed for families will no longer contain sports betting advertising. All advertising campaigns must also inform about the dangers of sports betting and promote responsible gambling.
The new guidelines also state that clubs may only enter into sponsorship deals with sports betting providers that have a license from the Gambling Commission or are on the British white list.
With SkyBet as sponsor: How will the EFL ensure safeguarding?
The new guidelines aim to prioritize the safeguarding and community engagement of clubs, not only in the Premier League but also in the EFL. The EFL includes the Championship, League One, and League Two, which are the second to fourth English football leagues.
The EFL has had a main sponsor since the 2013/2014 season: SkyBet. In fact, it is the SkyBet Championship, SkyBet League One, and SkyBet League Two. Fans of the leagues, therefore, encounter a sports betting provider through the name of the leagues.
It remains unclear how a league that bears the name of a sports betting provider can ensure safeguarding and community engagement. Last year, the EFL announced an extension of the sponsorship by SkyBet [English link]. The sports betting provider will remain the sponsor of the EFL at least until the 2028/2029 season.
Reinvestment: Income from sports betting sponsorships must be used in football development
With the new guidelines, the clubs in the individual leagues are committed to reinvestment. All income from sports betting sponsorships must be invested in the expansion of football infrastructure or community programs. This is intended to improve stadiums and training facilities, among other things.
At the same time, football would also contribute to the local community through reinvestment. The aim is to make sure that the financial benefits of sports betting sponsorships are used for the betterment of the sport and its development.
Fairness: Sports betting sponsorships must not jeopardize players and the sport
Maintaining the fairness of football is a central aspect of the guidelines. Therefore, it has been stipulated that sponsorships must never jeopardize the well-being of the players or the integrity of the sport. These regulations are also intended to protect football competitions from negative effects of gambling-related activities.
However, the specifics on how these regulations will be implemented are yet to be revealed. The case of Ivan Toney, 28, illustrates the necessity of concrete guidelines. The striker has been under contract with FC Brentford since 2020. In May 2023, he was handed an eight-month ban and a hefty fine for betting on football matches in violation of the rules. Subsequently, gambling addiction was diagnosed in him [English link].
His ban has now expired, and Toney has been playing for FC Brentford since the beginning of the year. The shirt sponsor of the club is Hollywood Bets, a South African sports betting provider.
According to the new guidelines, a sports betting sponsorship must not jeopardize the well-being of players. With Ivan Toney, a player with a diagnosed gambling addiction is under contract at FC Brentford.
It remains to be seen whether further details about the new guidelines will be released in the coming weeks.
After introducing new regulations for sports betting sponsorships, English league clubs will now need to adhere to principles of safeguarding, community engagement, reinvestment, and fairness. This means that sports betting advertising will be prohibited in family-friendly areas of stadiums and clubs will be required to enter into sponsorship deals only with providers licensed by the Gambling Commission. (News: New regulations for sports betting sponsorships in English leagues)
Despite the ban on sports betting advertising planned for the 2026/2027 season, over half of the Premier League clubs will still have a sports betting provider as a sponsor on their jerseys in the upcoming season. This has sparked public criticism and raises questions about how effective the new regulations will be in ensuring safeguarding and community engagement. (News: Premier League clubs continue to sign sports betting sponsorship deals despite upcoming ban)
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