The Premier League's voluntary removal of gambling sponsors from the front of matchday shirts cut overall betting-brand exposure during live matches by an estimated 10.5%, according to a new University of Bristol rapid review. The researchers found that advertising remained widespread in other parts of the broadcast.
The university's account of the research says the team recorded 15,571 gambling messages during the league's opening weekend from August 21 to August 24. At least one message was visible for a combined five hours and 16 minutes during live matches, close to one fifth of broadcast time.
The front-of-shirt change virtually eliminated logos from that placement. The review nevertheless found that branding on sleeves and training kits was 362% higher than in previous years. Pitchside displays generated 72% of the gambling messages identified during live matches.
Researchers examined every Premier League match broadcast live in the UK over the opening weekend. Their sample also covered 15 hours of Sky Sports News, 15 hours of TalkSport radio and social-media activity from ten major gambling brands. The figures measure visible or audible marketing messages, not the number of distinct advertisements or proof of harm caused by each exposure.
Independent reporting on the findings notes that campaigners are using the results to press for wider restrictions. The study team argues that the current voluntary approach leaves most high-visibility placements untouched.
The restriction was agreed by clubs in 2023 and took effect this season. An earlier Spanish-language account of the policy recorded its limited scope. Gambling companies can still appear on sleeves, training wear and stadium inventory, which helps explain why removing one shirt position produced a relatively small overall change.
