The English Premier League has become the first sports league in the United Kingdom (UK) to withdraw gambling sponsorship from the front of the clubs’ matchday shirts.
The step has been taken to reduce gambling advertising after talks with the government.
Eight Premier League clubs use gambling companies as their main shirt sponsors but they will not be visible on jerseys from the end of the 2025/2026 season.
“Premier League clubs have today collectively agreed to withdraw gambling sponsorship from the front of clubs’ matchday shirts, becoming the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising,” the English top flight said in a press release on Thursday.
“The announcement follows an extensive consultation involving the League, its clubs and the Department for Culture, Media and Sport as part of the Government’s ongoing review of current gambling legislation.
“The Premier League is also working with other sports on the development of a new code for responsible gambling sponsorship.
“To assist clubs with their transition away from shirt-front gambling sponsorship, the collective agreement will begin at the end of the 2025/26 season.”
However, gambling brands can still feature in other areas, including shirt-sleeves and LED advertising.
The UK government is expected to publish a white paper - a proposal for future legislation - on gambling regulation.
According to a report in The Times, ministers have signalled that the white paper will not include shirt sponsorship restrictions if the voluntary agreement was reached. The report added that sleeve deals are still permitted.
Some Britons with gambling problems have used betting shops as a way to keep warm and have wagered their state benefits in an attempt to cover their bills as the cost-of-living crisis escalates, a charity warned last month.
A new report from GamCare, which provides support to people with gambling problems, showed this group was far more likely than the general population to struggle paying for groceries or stay warm at home.
The research, based on a YouGov poll of more than 4,000 people, comes after British regulators handed a record 19.2 million pound ($23.7 million) fine to the William Hill betting group after it failed to protect consumers and stop money laundering.
"What we are still seeing is a proportion of those who are hit the hardest by the cost-of-living crisis being the ones looking towards gambling to ease their money worries," said Anna Hemmings, GamCare chief executive.
The YouGov poll showed 20% of people experiencing gambling harms had struggled to pay for groceries, compared with 11% of the wider population.
And 16% said they had gone to public places to avoid paying for heating, compared with 5% of the wider population.
The government has sought to tighten gambling rules in recent years to prevent addiction by capping the maximum stake on terminals and banning the use of credit cards to place bets.
— Additional input from Reuters.