Ahead of an expected release of a white paper on gambling by the United Kingdom government officials this April, English Premier League clubs are on the verge of agreeing to a partial ban, to avoid the government implementing legislation that prohibits gambling sponsorships on shirts entirely.
Clubs wants the ban to start with the front of shirts, while sleeve sponsorships should still be allowed. Government body language is tilting towards a total ban.
A final vote on the ban is expected to take place in the Premier League meeting in June, but clubs might be allowed a three-year transition on already existing deals.
Serie A clubs had not been permitted to carry Sports betting shirt sponsors since 2019, while La Liga clubs faced similar restrictions ahead of the 2021-22 season.
Sponsors have always been an important source of income for Premier League clubs over the years, and this has made partnerships between betting companies and clubs very much common.
Eight of the current 20 English top-flight clubs boast gambling sponsorships as their main front-of-shirt sponsors.
The clubs are Bournemouth, Brentford, Everton, Fulham, Leeds,Newcastle, Southampton and West Ham.
Newcastle’s, Brentford’s, and Fulham’s deals are expected to expire in June, so they must look elsewhere for a primary commercial partner.
In the words of Brighton and Hove Albion chairman, Tony Bloom,- who has been a big supporter of the ban: “From a personal point of view, it’s really important to be aware of children seeing gambling or betting advertising on the shirt in particular, because they buy the shirts.
“I don’t think having gambling sponsorship on shirts is good, but I understand that for some clubs, particularly clubs down the leagues with much less revenue, the gambling companies pay the best so it’s a difficult decision to turn them down.
“Although there is gambling advertising all around, I just think on the shirts it’s the most obvious, so that would give me the most concern.”
Gambling sponsorships represent a fast and effective way for top-flight clubs to rake in revenues, but the influence of the sector on English football has been of great concern.
The heavy advertisement exposes children and vulnerable people to an addictive product.
This potential ban on betting partnerships would likely mean clubs will have their income cut by between £5 million ($6.2 million) and £10 million ($12.3 million) per season. Clubs’ commercial teams now have to diversify in pursuit of other shirt sponsors.
None of the traditional ‘Big Six’ sides have a Betting company as their front-of-shirt sponsors; therefore others will have to rethink their strategies.