Therefore, an ethical debate must rage: many parents and mental health experts are not happy with the trend of promoting gambling via one of the most popular sports leagues in the world.

The Stance of the Law

In the British Isles, the Gambling Commission regulates the advertisement of gambling activities in all forms, including sports betting and live casino websites offering slots, roulette, and video poker. Gambling companies can advertise their services according to the laws and regulations implemented by the aforementioned commission. This privilege extends to sports team sponsorships.

However, the moral dilemma was not ignored, and the first to react were the EPL clubs. After decades of proudly wearing logos of renowned bookmakers, the EPL clubs got together and adopted the responsible sponsorship codes of conduct in 2023. The teams collectively decided to ban gambling sponsors from displaying their logos on the front of Premier League teams’ shirts from 2026 onward.

It’s hard to believe clubs will completely give up a lucrative revenue stream, though. Considering the ban only limits marketing on the best piece of real estate of a team’s shirt, it would not be a surprise if we start seeing gambling sponsorships on jersey sleeves or even at the back.

Bookie Sponsorships Help Grow the Sport

It might sound counterintuitive to think that gambling is good for sports leagues, but the money flowing in from sports betting platforms benefits clubs and players. Historically, the biggest concern with allowing gambling in sports has been the risk of manipulating scores and outcomes. However, people were gambling even before the activity was legalised. Fixing games has been a concern even for illegal bookies.

Most betting sites cooperate with sports leagues, such as the EPL, and notify them when an underdog is receiving a lot of action. The legalisation of sports betting has actually boosted the integrity of football. Both the league and sportsbook operators like clean matches because that is best for their businesses.

Aside from efforts to reduce match fixing, the financial component powers the growth of the EPL. This aspect of gambling sponsorship allows clubs to build better facilities and acquire more talented footballers.

For example, it is believed that Betano will pay Aston Villa about £40 million for its 2024/2025 sponsorship deal. To be fair, not every club has such a lucrative partnership with an online bookmaker. Most deals are in the range of £10 million per year. But that’s not pocket money, and can come in handy to cover expenses and even provide funds for investing in youth academies.

The benefits are mutual. Gambling brands receive brand recognition by partnering with one of the best-known football competitions in the world. Millions of people worldwide can see the brand associated with fans’ favourite EPL clubs. Sponsorships are not limited to logos on shirts but include advertising in the stadium, purchasing naming rights, and social media exposure via the club’s channels.

Gambling Sponsorship Encourages Gambling Addiction

Online sports betting is the leading type of gambling in the United Kingdom, and the data backs that up. Statistics reveal that the local market generated over $4 billion in 2024, and projections indicate that the growth will reach $5,69 billion by the decade’s end. Multiple sportsbooks cater to UK punters, and new licences are constantly issued.

According to surveys conducted last year in Great Britain, the largest percentage of problem gamblers are in the age group between 35 and 44. About 22.7% of people from this age group had a sizable Problem Gambling Severity Index (PGSI) score.

Younger generations are not lagging in the statistical data. According to research by the UKGC from 2019 about 36% of children between the ages of 11 and 16 had gambled in the previous 12 months.

The Future of Gambling Sponsorship in the EPL

Sportsbook sponsorships have become a common sight. Clubs are not the only ones promoting bookie apps. Former players are featured in bookmakers’ ads. Although sponsorships are a source of income for EPL clubs, helping them elevate the quality of rosters and the overall fan experience, there are consequences.