Premier League's gambling shirt ban removes only a fraction of betting ads, study finds
The English Premier League's voluntary ban on front-of-shirt gambling sponsorships, which took full effect at the start of the 2026–27 season, has had a limited impact on the volume of gambling advertising seen during broadcasts. A University of Bristol analysis of the season's opening weekend found the ban eliminated roughly 10% of total gambling messages, but about half of that reduction was offset by increased visibility of sleeve, training-kit, and LED perimeter-board ads. According to one media analyst cited in the report, gambling companies now account for more than half of the total value of Premier League training-kit sponsorships, and the combined annual value of sleeve and training-kit deals across the league has grown from $176 million to $206 million. Meanwhile, the emerging prediction-markets industry—led by firms such as Polymarket and Kalshi—has yet to be formally classified under the league's gambling sponsorship rules, leaving open the question of whether such companies could pursue front-of-shirt deals targeting overseas audiences.
Why it matters
For service providers: The unresolved regulatory status of prediction markets in the U.K. creates both a potential opening and significant legal risk for platforms exploring Premier League sponsorship to reach international users.
For brands: Gambling and non-gambling sponsors alike need to understand that sleeve, training-kit, and LED placements have grown in value as front-of-shirt inventory disappeared, reshaping where sponsorship budgets must now compete.
For media: Broadcasters and rights holders face continued scrutiny over gambling ad exposure during live matches despite the high-profile jersey ban.
Read the full story at Front Office Sports
Sources
- Front Office Sports · Mike Jakeman: English Soccer Still Inundated by Gambling Ads Despite Jersey Ban