University of Bristol researchers have questioned the effectiveness of the Premier League’s voluntary gambling sponsorship restrictions after recording 15,571 gambling messages around the opening weekend of the 2026/27 season.
The study examined seven matches broadcast live in the UK between 21 and 24 August, alongside Sky Sports News, TalkSport and social media activity by ten major gambling brands.
Live matches accounted for 11,205 messages, with gambling marketing visible for five hours and 16 minutes, or almost one-fifth of broadcast time.
Pitchside advertising generated 72% of live-match messages. Researchers also reported a 362% increase in branding on shirt sleeves and training kits compared with previous years.
The front-of-shirt restriction virtually eliminated gambling logos from that placement. However, researchers estimated its contribution to reducing live-match messages at 10.5%, saying much of the overall decline reflected fewer sponsorship lead-ins.
Project lead Dr Raffaello Rossi said the restriction had removed logos from shirt fronts without removing gambling branding from football.
The study also identified 1,023 paid Facebook and Instagram adverts with combined estimated UK reach of 153.2 million. Accounts aged 18-24 represented 16.6 million instances of that reach.
The findings are due to be presented to Parliament today.
The Premier League said clubs took their responsibilities seriously and highlighted becoming the first UK sports league to withdraw front-of-shirt gambling sponsorship voluntarily.
It said the restriction formed part of a broader approach encompassing football’s Gambling Code of Conduct, annual compliance monitoring and protections for children, alongside continued cooperation with government and other sporting bodies.
The findings follow ongoing scrutiny of sponsorships moving to other placements, including Betano’s Aston Villa sleeve agreement, while front-of-shirt deals remain available outside the Premier League.
The Premier League restriction covers the front of matchday shirts; sleeve sponsorships, training wear and pitchside gambling advertising remain permitted
