A Commons public bill committee has voted down an amendment that would have barred gambling advertising, marketing and sponsorship from major sporting events covered by the Sporting Events Bill.
Liberal Democrat MP Anna Sabine proposed new clause 12 during scrutiny on 20 October. It would have applied to any event brought under the Bill's framework, regardless of whether its separate advertising restrictions had been activated. Committee members rejected the clause by 15 votes to two.
The Bill is designed to give ministers a standing framework for event-specific protections, including measures against unauthorised advertising near venues and commercial associations with events. It is intended to support bids for future international tournaments without fresh primary legislation for each one.
The defeated provision would have imposed a categorical restriction on gambling brands at events using that framework.
Sabine argued that removing such advertising from major events would protect young people and people affected by gambling harm.
Conservative shadow gambling minister Louie French opposed the proposal, citing sponsorship income for sports bodies and potential consequences for horseracing and broadcasters. He pointed to Betfred’s withdrawal from rugby league sponsorship as a current funding challenge.
Minister Stephanie Peacock also urged the committee to reject the clause. She said licensed gambling sponsorship operates under existing rules and the cross-sport codes introduced in 2024.
The Government would consider evidence before imposing further restrictions and said gambling advertising reform was outside the Bill’s purpose.
Football's 2024 code contains principles on protecting vulnerable people, social responsibility, reinvestment and sporting integrity. Separately, Premier League clubs have removed gambling logos from the fronts of match shirts from the 2026/27 season, though other sponsorship positions remain available.
The Government has taken a different approach to unlicensed operators. A consultation closed in September on proposals to prohibit their physical advertising and sponsorship across all sectors, using powers under the Gambling Act 2005. The preferred start date was August 2027, but ministers have yet to announce a final decision.
October's committee vote leaves those narrower proposals open while the Sporting Events Bill continues through Parliament. It does not change the rules governing licensed sponsorship at sporting events.
In September, Global Gaming Insider reported Entain’s call for a ban on unlicensed sports sponsorship, as the operator urged ministers to close what it described as a gap in the existing rules.
The Government estimated that around 40% of Premier League clubs held sponsorship or advertising deals with unlicensed gambling operators during the 2025/26 season
