The new rules will prohibit bookmakers from advertising on jersey hearts, but will still allow advertising on jersey sleeves and LED billboards. The ban gives existing contracts a three-year transition period, meaning affected teams have until the start of the 2026-2027 season to find a new sponsor.
at the present time
England Premier Soccer League
There are 8 teams (Binford, Ewarton, Fulham, Leeds United,
Newcastle
The sponsors of the football shirts of the clubs, Southampton and Westham, are betting companies, which generate an estimated £60 million ($75.1 million) annually for the clubs. The ban on soccer gambling sponsorship is
England Premier Soccer League
and an important move by the UK Government to recognize the harm caused by gambling sponsorship. There is currently no gambling advertisement as
England Premier Soccer League
jerseys like that spread to billions of viewers around the world.
In recent years, however, the global sports betting market has grown dramatically, with soccer being one of the most prominent betting categories. According to a report by the International Center for Sports Security, the global sports betting market exceeds $1 trillion, with approximately 80 per cent of betting taking place in illegal or unregulated markets. This chaotic market environment increases the risk of corruption and match-fixing, especially in the lower leagues, which are poorly regulated and supervised.
And advertisements from the gaming industry, especially sports event sponsorships, have caused a high level of public concern about betting addiction and other social problems. According to a report by the UK Gambling Commission, about 1.4% of adults in the UK are categorized as problem gamblers and another 2.7% are at high risk of becoming problem gamblers. According to a research report of the University of Bristol, the economic losses caused by gambling addiction and related social problems in the United Kingdom amount to 1.2 billion pounds each year.
Effectively preventing and responding to gaming addiction requires a comprehensive response strategy, of which education, better regulation, and increased support services are the three most important aspects.
The first is education, which can raise public awareness of gambling addiction and its risks. Studies have shown that education is an effective way to prevent gambling addiction. For example, a study by the University of Glasgow found that young people who had received gaming education were at significantly lower risk of gaming victimization. Education can raise public awareness of gambling and its risks, especially among young people.
Secondly, it is necessary to step up regulation, such as restricting betting advertisements and publicity. The British Government has taken measures to restrict the advertisements and publicity of the betting industry, including prohibiting betting advertisements from being broadcast during live sports programmes and requiring online betting companies to verify the identity of players. These measures aim at reducing public exposure to betting advertisements and promoting responsible betting by bookmakers.
At the same time, more support services should be provided for betting addicts.
At present, the National Problem Gambling Clinic in the United Kingdom provides free treatment and counseling for gambling addicts, but the demand for the service far exceeds the available resources. Therefore, the Government needs to invest more money in developing support networks and services.
However restricting betting sponsorship on sports events can bring quite a lot of benefits. For example, it can protect some disadvantaged groups, such as young people, poor families and betting addicts. Sports betting can easily influence young viewers due to its strong appeal and excitement. Poor families and betting addicts are more likely to be tempted by betting advertisements and continue to place bets. Banning sports betting sponsorship can reduce the exposure of these vulnerable groups to betting advertisements and reduce their risk of becoming addicted to betting.
At the same time, restricting advertising can also help to change the public perception of the gambling industry, prompting it to adopt greater social responsibility and to develop self-regulatory standards to protect consumers, especially young people and problem gamblers. Studies have shown that young people are more likely to gamble if they see gambling being promoted, while
England Premier Soccer League
The league is a highly visible platform. According to the UK Gambling Commission's 2020 survey, 55,000 children in the UK are classified as gambling addicts and a further 100,000 are at risk of developing a gambling problem. Exposure to gambling advertisements is a significant factor in problem gambling, and banning bookmakers from being former sponsors of team jerseys could reduce young people's exposure to gambling advertisements.
It is widely believed that sponsoring sports teams and stars implies that the brand and company itself is as respectable and trustworthy as those sports teams and stars. Lotteries use this effect to emphasize their legitimacy and credibility as sports sponsors, which in turn reinforces the public's positive perception of the gambling industry itself.
Research at Victoria University in Australia found that fans attending sporting events are more likely to accept and use sponsors' products, especially after the event. As a result, the Lottery's brand exposure on jersey hearts and screens increases the adoption of the Lottery's products, which in turn increases the social acceptance of gambling. Prohibiting such advertising would help to change perceptions of gambling.
A ban on this type of advertising would break the link between sports sponsorship and the image of the company and diminish the positive effects gained by the gambling industry. People will look at gambling more rationally and objectively, realizing the social risks and harms involved. This would help to change the public's attitude towards gambling, which is both permissive and encouraging.
