Premier League Bans Betting Logos on Front of Shirts

The English Premier League implemented a ban on betting sponsor logos appearing on the front of match shirts starting with the 2026/27 season, according to a report by SBC News. The restriction affects 8 clubs that carried betting company logos on their kits during the previous season.

Premier League clubs had voluntarily agreed to phase out front-of-shirt betting advertising back in 2023, but the rule only came into full effect this summer. Betting logos remain permitted on shirt sleeves, training wear, LED boards, and stadium signage. Currently, 16 of the league's 20 clubs maintain sponsorship agreements with gambling brands, compared to just 4 clubs during the 2007/08 season. Industry data cited in the report shows betting companies pay approximately 40% more than sponsors from other sectors for equivalent placement.

Experts question the ban's effectiveness given precedents in other European leagues. In Spain, betting sponsorship spending rose from $69.7 million in 2021 to $159.9 million in 2026 despite similar restrictions. Italy saw a comparable pattern, with sponsorship figures climbing from $192.6 million in 2018 to $553.5 million following its own front-of-shirt ban. These trends suggest that restricting logo placement alone has not curbed betting companies' overall spending or presence within football, as sponsors shift investment toward the advertising channels that remain available.