The review of the 2015 Gambling act is threatening to unleash a wave of change across the UK sports betting and online casino scene.

As per a report by Sportsmail and Casino Beat, several UK politicians are lobbying to prohibit gambling sponsorship agreements with football clubs playing in the Premier League. 

UK sports betting: The end of gambling sponsorship

The prohibition of all gambling tie-ups with top-flight football clubs would ban logos of betting and gaming operators appearing on the uniform of these teams.

The Premier League has seen the number of teams flaunting logos of gambling operators on their jerseys increase over the past few years. 

This season, nine clubs are wearing shirts sponsored by gambling operators. The list includes Burnley, Crystal Palace, Fulham, Leeds, Newcastle, Southampton, West Ham, and Wolves.

The revision of the 2015 Gambling Act may also prevent gambling operators from securing a spot on any stadium assets and media platforms owned and operated by these clubs, including pitchside advertising and television marketing. 

While banning sponsorship pacts involving gambling entities will have little effect on the EPL club’s financial standings, other politicians fear teams on the lower leagues will bear the brunt of losing such deals.

The initiative to end front-of-shirt advertising of gambling brands gained momentum after Spain completely shut down any forms of commercial deals between gambling companies and domestic teams playing on all levels of football. 

According to Sportsmail, a source close to the situation guaranteed the impending ban will push through and almost everybody in the Premier League and UK gaming scene expect it to happen. 

Quotes from the Press Release

Imogen Moss, a gambling industry and regulatory expert from solicitors Poppleston Allen, discussed how such revision of the Gambling Act will impact gambling operators in the UK.

“Given the DCMS have been clear that the review’s purpose is to overhaul regulations to ensure they’re fit for the digital age, banning a traditional form of advertising like shirt sponsorship might not be where marketing reform ends.

“Betting brands should now also consider how they market to a football audience via digital means too, with the sweeping changes in Spain – spanning social media and television advertising among other channels – showing the extent of how far governments and regulators can go.”