The logo is disappearing from the shirt, but the money remains. Premier League clubs are still working with gambling companies that have no license. And the British government is letting it happen.
Self-regulation sounds nice. But in practice, it means no one is checking. And Premier League clubs know this and take advantage of it. They continue to collaborate with companies offering illegal gambling all over the world.
Ban on the shirt, but nowhere else
In 2023, the Premier League announced a voluntary ban on gambling advertising on the front of shirts. That measure only takes effect from the 2026–2027 season. Until then, nothing changes. And even after that, the public will continue to be confronted daily with gambling ads pitch-side, on training kits, and online.
Some of these sponsors operate in large parts of the world without a license. Yet clubs simply sign deals. The government thinks it is fine, as long as the companies do not ‘officially’ target the British market.
No oversight, no brakes
The responsibility lies entirely with the clubs themselves. They must verify whether a sponsor is targeting British players. A vague clause or a geo-block is deemed sufficient. Supervision or enforcement is completely lacking.
Research by Josimar shows that many of these sites are easily accessible via VPN. Moreover, some sponsors allegedly have ties to money laundering networks. Yet the government remains on the sidelines. As long as the paperwork is in order, there is no problem.
The role of white label structures makes it even more difficult. Companies operate under someone else’s license and shield themselves from scrutiny. Despite earlier promises, no new legislation has been introduced to address this.
Belgium takes a different approach, but not much stricter
Where England barely intervenes, Belgium will implement a ban on gambling sponsorship in professional football from 2028. But there too, the money simply shifts elsewhere. Legal providers are now sponsoring dozens of amateur clubs. That is allowed, so it happens.