Research carried out by the University of Bristol Business School has found that sports betting messaging on the opening weekend of the Premier League increased by 165% compared to the same weekend in 2023.

According to the report, Gambling Marketing and the Premier League: The Continued Failure of Industry Self-Regulation, more than 29,000 gambling messages were visible during the league’s opening round of matches. The study classified pitchside hoardings, shirts sponsors and ads on TV, radio, and social media as gambling messages.

The study, funded by GambleAware, highlighted the West Ham vs. Aston Villa game on August 17th at the London Stadium. Researchers counted 6,500 gambling messages throughout the duration of the game. This represents about 30 messages every minute.

In their comments on the report’s findings, its authors said that operators’ effort to mimimise risk and exposure to gambling harms was inadequate.

Co-lead author Dr Raffaello Rossi said:

“Just a few months ago, a new code of conduct was published by the industry, external to curb marketing during football events, but the policy has had no impact on the volume whatsoever.

It’s clear that the industry’s attempt to self-regulate is wholly inadequate and tokenistic. Despite having had years to put in place effective measures to protect consumers, the gambling industry continues to prioritise profit over safety.”

However, in response to the research The Betting and Gaming Council said that the study was misleading:

“This research fundamentally misunderstands both advertising, and the way in which it is strictly regulated, while making a series of statements which are either misleading or incorrect.

Betting advertising and sponsorship must comply with strict guidelines and safer gambling tools and signposts to help for those concerned about their betting, are regularly and prominently displayed.”

The council also claimed that the operators it represents “take a zero tolerance approach to betting by children” which has seen the introduction of new age gating rules.

While full gambling statistics for the current reporting period are not due to be released until November, the most current UK gambling statistics show that 53% of children see gambling ads offline with a large portion of those coming via sporting events.

Premier League Gambling Sponsor Ban

In 2023, Premier League clubs voted to remove all gambling sponsorship from the front of clubs’ matchday shirts, beginning at the end of the 2025-26 season. Yet almost immediately after the announcement several clubs announced new gambling sponsors for the coming season.

This included Aston Villa’s deal with BK8 and Chelsea’s deal with Stake.com.

Eleven of the Premier League’s twenty clubs now have front of shirt gambling sponsorship deals.

These include:

• • Aston Villa
  • Bournemouth
  • Brentford
  • Crystal Palace
  • Everton
  • Fulham
  • Leicester
  • Nottingham Forest
  • Southampton
  • West Ham
  • Wolves

Olivia Richardson

Olivia has worked as an editor and writer for major brands across multiple niches. She now focuses on the iGaming and sports betting industries.