Almost half the clubs in the Premier League will display gambling sponsorship on their shirts in the coming season, despite public concern about betting ads in sport.

Analysis by CARE shows nine out of twenty clubs have struck a deal with betting companies that requires a logo to appear on the front or the sleeve of match-day shirts.

Seven clubs have chosen to partner with a gambling company for their main shirt sponsor, and two clubs will display a gambling company on their shirt sleeve only.

Ross Hendry, CARE's CEO, expressed disappointment that top tier clubs are continuing to partner with big betting. Mr Hendry said:

“It is hugely disappointing to see so many Premier League clubs still making sponsorship deals with gambling companies. Problem gambling is a huge concern and research shows people who bet on sports are particularly vulnerable. For people struggling with addiction, constant exposure to gambling marketing is far from harmless.

“Many clubs in the Premier League have moved away from partnerships with big betting in recent years. Like tobacco advertising in sport in years gone by, gambling adverts are increasingly seen as unacceptable. They promote an industry that depends entirely on customer loss for its success, with a track record of putting profits before people.

“The public have woken up to the extent of gambling-related harm in society, and they are concerned about a bombardment of gambling advertising in the beautiful game. Given the plethora of other non-controversial sponsors available, it beggars belief that top-tier clubs are still taking money from companies that exploit vulnerable fans.”

Gambling shirt sponsorship breakdown

CARE found that seven clubs will have gambling companies as their main shirt sponsor: Aston Villa, Bournemouth, Brentford, Burnley, Everton, Fulham, and West Ham.

Two Premier League clubs will have gambling companies on the sleeves of match-day shirts only: Crystal Palace and Wolves.

Overall gambling partnership breakdown

Twelve Premier League clubs have some kind of partnership with a betting company that involves its promotion through official channels.

Three clubs that do not display betting logos on their match-day shirts have a partnership with a gambling company: Chelsea, Manchester United and Newcastle.

In April this year, it was announced that Premier League teams will “withdraw gambling sponsorship from the front of clubs' matchday shirts”, beginning in the 2026/27 season.

Public opinion

A Savanta poll for CARE in April found that 2 in 3 UK adults think TV coverage of football matches is over-saturated with gambling ads.

Close to two thirds of respondents who expressed an opinion (64%) said they think “too many” gambling adverts are shown during televised football games.

And almost 9 in 10 (87%) said gambling advertising in UK football “should be overseen by a regulator”. A breakdown for Scottish and Northern Irish respondents is provided.

ENDS

Notes for Editors

CARE’s analysis is available here. For more information, or to request an interview with one of CARE’s policy experts, contact: press@care.org.uk

About CARE

Christian Action Research and Education (CARE) provides analysis of social policy from a Christian perspective. It has campaigned for tougher regulation of the gambling industry, and increased investment in initiatives that help people escape gambling addiction.

Helpful links:

• Polling for CARE finds public unease about gambling | CARE
• Eight Premier League teams have shirt-front gambling sponsors in 2022/23
• Half of Premier League shirts feature betting companies in 2021/22
• People who bet on sports are more likely to develop a problem