In the past months, new sponsorship deals between Premier League football clubs and sports betting companies have sparked discussions. The Football Association has set new rules for sponsorship to bring significant changes for Premier League clubs.

New Code of Conduct Effective from 2024/2025 Season

The Premier League, Football Association, English Football League, and Women’s Super League have established a code of conduct to regulate sponsorship by sports betting providers. This voluntary agreement requires clubs to adhere to four principles: protection, social responsibility, reinvestment, and integrity. The measures will take effect in three weeks for the upcoming season.

11 out of 20 Clubs Sponsored by Sports Betting Companies

Despite plans to ban sports betting advertising on jerseys from 2026/2027, several Premier League clubs have recently secured sponsorships with sports betting companies. As of now, 11 out of 20 Premier League clubs will have sports betting sponsors on their jerseys. These arrangements have led to public outcry.

Protection & Social Responsibility: Restricting Sports Betting Ads in Family Blocks

The new code aims to limit sports betting advertising in stadiums to protect problem gamblers and minors. The agreement requires no sports betting ads in family-friendly areas and mandates campaigns to raise awareness about the risks of sports betting. Clubs are allowed to enter sponsorship deals only with licensed sports betting providers.

Reinvestment: Funneling Sponsorship Revenues into Football Development

Clubs must reinvest all proceeds from sports betting sponsorships into football infrastructure or community programs to enhance stadiums and training facilities. The aim is to benefit both local communities and football development.

Integrity: Preventing Sports Betting Sponsorships from Jeopardizing Players or the Sport

Maintaining football’s integrity is crucial, and sponsorships must not compromise player welfare or the fairness of the sport. These regulations are intended to safeguard football competitions from the negative impacts of gambling-related activities. Specific guidelines for implementation are pending, as seen in the case of Ivan Toney, highlighting the need for clear rules regarding sports betting sponsorships to prevent harm to players and the sport.