Gambling Sponsorship Ban: Financial Disaster for Premier League Clubs

What would the Premier League be like without gambling sponsors? The world's most popular league is now at a crossroads, preparing to part ways with the gambling companies that have been the primary sponsors of its mediocre clubs in recent seasons. Gambling companies have been instrumental in ensuring the survival of clubs outside the "big six." Club owners face a moral hazard threat in responding to this issue.

The 2025-2026 season will be the last time that gambling companies can be displayed on the front of English Premier League team jerseys. The ban on displaying gambling sponsors on the front of jerseys will take effect from the 2026-2027 season. This policy comes following consultations between league operators, clubs, and the Department for Digital, Culture, Media and Sport (DCMS) of the United Kingdom as part of the government's ongoing review of current gambling legislation.

For years, the presence of gambling has been considered normal in the English football industry. However, the voices of opposition against gambling companies are growing louder. The existence of gambling sponsorship is feared to affect children and vulnerable groups. The influence of clubs and players is seen as contributing to leading individuals to engage in gambling.

The allure of football as the most popular sport in the world tempts gambling companies to invest in it. The front of club uniforms has become the most sought-after space for advertising. This is because the team's uniforms or jerseys will be coveted by fans spread across the globe. There is no need to advertise on billboards or banners everywhere. Booking advertising space on club jerseys has become the most practical way to introduce a brand to the entire world.

To be able to advertise on the front of the jersey, a larger budget is required. In the English League, the total value of contracts for eleven teams sponsored by gambling companies is estimated to reach £105.5 million (approximately Rp 2.29 trillion) per season. The amount of money received from gambling companies is quite substantial compared to the club's revenue from ticket sales and broadcasting rights.

The contract value offered by the gambling company seems too large to refuse. Not only in England, the temptation to collaborate with a gambling company also occurred in the Indonesian League in 2020. At that time, PS Tira Persikabo shocked the public by displaying a gambling sponsor on the team's uniform.

Widespread rejection from the public has prompted the league operators to issue a letter of announcement to the clubs regarding sports industry sponsorship, which includes a ban on partnering with sponsors related to gambling sites, tobacco products, and alcohol. The effects of gambling have already been profoundly felt among Indonesia's lower-middle class. There have been numerous cases where individuals burdened with gambling debts ultimately chose to take their own lives.

Stakeholders in football are aware of how dangerous gambling is for vulnerable groups. The owner of Brighton and Hove Albion, Tony Bloom, for instance, admitted to making significant profits from gambling. Nevertheless, he supports the English Premier League's policy to limit sponsorship from gambling companies.

"I believe that gambling sponsorship on uniforms is not a good thing. However, I understand that gambling companies pay the most, making it difficult for clubs to refuse," said Tony, as quoted by The Guardian.

Gambling companies have become an inseparable part of the journey of the English Premier League in recent seasons. Each season, the number of clubs entering into agreements with gambling companies has increased. In the 2024-2025 season alone, there are 11 clubs displaying gambling sponsorships on the front of their team jerseys. This number has risen from eight clubs in the previous season.

Despite its massive penetration, gambling companies tend to target clubs outside the "big six," which includes Manchester United, Arsenal, Liverpool, Manchester City, Tottenham Hotspur, and Chelsea. These gambling companies are more likely to focus on mid-tier clubs such as Wolverhampton Wanderers, Leicester City, Southampton, Fulham, Brentford, and Crystal Palace.

The "big six" clubs have a higher valuation. Generally, they set the price for front jersey sponsorship at around 40 million pounds per season. In contrast, Everton and Fulham only set prices ranging from 5 to 15 million pounds for advertising. This amount is very affordable for large-budget gambling companies, but they have specific global targets.

Another reason is that the "big six" clubs are very protective of their global reputation. Collaborating with gambling companies could invite boycotts or rejection from fans in countries where gambling is prohibited. For the "big six" clubs, sponsorship from gambling companies carries high risks that could tarnish the clubs' global image.

Thus, the ban on displaying gambling sponsors on the front of jerseys will not have a significant impact on the "big six" clubs. On the other hand, mid-tier clubs are forced to think hard about finding other sources of income. Without financial assistance from gambling sponsors, their competitiveness will weaken, potentially widening the quality gap among English Premier League teams.

However, the ban does not completely serve as a hindrance. Gambling companies can still sponsor English Premier League clubs on stadium billboards or on the sleeves of jerseys, as long as it is not on the front, which is the main focal point.

The shift in the advertising location will also affect the contract value. The contract value, which only allows advertising on the jersey sleeve and field billboard, has decreased by 38 percent compared to the front of the jersey.

The existence of a loophole in the ban has been criticized by The Big Step, a campaign movement opposing the presence of gambling sponsors in football. The Head of Education at The Big Step, James Grimes, expressed disappointment that the ban is only applicable in a limited and non-comprehensive manner.

"Moving the logo to another part of the jersey while allowing advertisements on the sidelines is completely unreasonable. The government and the sports world now need to recognize the reality that gambling advertisements are unhealthy, unpopular, and will be removed from football. Delaying that moment is tantamount to jeopardizing the health and lives of another generation of young fans," he said.