Premier League clubs implement gambling sponsorship ban on matchday shirts

Following a voluntary agreement reached in April 2023, Premier League clubs have removed gambling brands from the front of their matchday shirts for the current season. This decision followed discussions with the Department for Culture, Media and Sport, giving clubs a three-season window to secure new partners.

The ban is specific to the front of matchday shirts within the Premier League. It does not apply to sleeve sponsorship, training kits, pitchside advertising, or clubs in lower divisions. For example, West Bromwich Albion continues to feature Mega Riches Casino on their shirts.

To fill the vacated advertising space, financial services—including payment companies, trading platforms, and crypto firms—have emerged as the primary replacement category for front-of-shirt sponsorships.