TLDR A University of Bristol study recorded 15,571 gambling marketing messages during the Premier League’s 2026-27 opening weekend. The front-of-shirt gambling ban reduced betting ads during live matches by just 10.5%. Gambling ads on shirt sleeves and training gear rose 362%, while perimeter boards made up 72% of live broadcast messages. Newcastle United vs Liverpool had 2,702 gambling messages, with betting ads visible for almost 41% of the broadcast. Lawmakers and campaigners called for tighter rules, while the Premier League defended its policy.
The Premier League’s ban on gambling sponsors on the front of players’ shirts has cut betting ads during live matches by just 10.5%, according to a new study.
Researchers at the University of Bristol published the findings on Wednesday, October 21. They recorded 15,571 gambling marketing messages during the opening weekend of the 2026-27 season.
The count came despite a new rule that bars betting companies from sponsoring the front of matchday shirts. Premier League clubs agreed to the voluntary ban in 2023, and it took effect this season.
The rule does not cover shirt sleeves, training gear, or advertising around stadiums. Researchers found that gambling brands moved to those spaces instead.
Where the Ads Moved
Gambling advertising on shirt sleeves and training gear rose 362% compared with previous years.
Perimeter advertising, the boards that line the edge of the pitch, made up 72% of gambling messages seen during live broadcasts.
The research team studied seven televised Premier League matches played between August 21 and 24. They also tracked Sky Sports News, TalkSport radio, and social media.
Live match coverage alone contained 11,205 gambling messages. At least one betting ad was on screen for five hours and 16 minutes, close to 20% of total broadcast time.
Newcastle United’s match against Liverpool had the most.