Premier League: no more extensive betting provider advertisements on kits

Games of chance are ever present in football. Sports betting providers are often team sponsors, and they make use of large perimeter advertising or are even part of the media coverage (among them on Skys tipico Countdown). This is not only the case in Germany but also in many other European countries. The English Premier League is now prohibiting the omnipresence of the bookmakers (at first partially). Tricot advertisements for betting providers will be limited.

The strong presence of sports betting providers and other gambling services angers many people in England – not only the lawmakers. A study published in 2020 within the scope of the campaign “The Coali­tion Against Gambling” revealed that a third of all football fans in Great Britain are against relevant advertisements on the kits.

The authorities have long been criticising the fact that the dangers of the relevant services are less noticeable through the widespread advertisements measurements in conjunction with prominent personalities (and footballers are prominent personalities).

Consequently, the persons responsible for the 20 clubs of the British Premier League have reached an agreement to ban betting providers from being the main sponsors of the player kits. In the future there will be no large writing on the T-shirts from betway, W88, bet365 and co.

Clear debate for ban and withdrawal over several years

The vote over the future of betting providers advertisements on front of shirts of the British Premier League footballers was held in the middle of April. The newspaper, The Times, had reported on an unequivocal consent on the decision. Eighteen out of the twenty clubs are in favour of the ban. Eight of the organisations are directly involved.

Because of the otherwise clearly higher losses the clubs did not even consider an immediate ban. The teams will still lose multimillion Euro contracts in the long run. The US magazine, The Atlantic, is estimating the total income of the clubs involved to be more than 75 million Euro.

Further changes in British football foreseeable – criticism on recent ban’s measures

The press statement which the Premier League released after the vote indicates that there will be further amendments to gambling advertisements for all British football. There are rumours among other things that there will be “intensive discussions with the league, the clubs and the responsible ministries”. Further to this there are rumours that there will be further Premier League talks with other UK clubs. The aim is to handle the advertising measures, i.e., the sponsoring activities of sports betting providers in a more conscious way.

The critical voices will be pleased with this announcement. Above all they are complaining that the current restrictions are inconsistent. Bookmakers are still allowed to advertise their services on the boards in the stadium or in smaller format on the arms of the kits. Those who oppose gambling are warning that the intention of the current ban and the many other promotion possibilities do not go together.

There is much to be said for a foreseeable new regulation of the games of chance rules in England

Possibly the critical voices of the sports betting provider advertisements will not have to wait long till further changes or restrictions are announced. The British government has already implied that the meanwhile outdated legislation on gambling needs to be revised. Till now there has not been a complete reform. However, this could be provoked by the discussions on the advertisements on kits.

From the financial point of view, it is no wonder that these changes are so difficult to make. According to the economic magazine Capital, as it is at present, around 20 billion Euro are generated every year in England from the relevant services. This makes Great Britain the fifth largest betting market worldwide.

Conclusion

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