Premier League gambling messages drop 10.5% despite voluntary shirt ban

Study records 15,571 gambling messages

A University of Bristol study recorded 15,571 gambling messages across the opening weekend of the 2026/27 Premier League season, representing a 10.5% drop from previous levels, according to the research.

The 2026/27 season is the first in which Premier League clubs have been prohibited from having a front-of-shirt gambling sponsor after a voluntary ban came into effect for the new campaign, the study noted.

Researchers analysed all Premier League matches broadcast live in the UK during the opening weekend (21-24 August), as well as 15 hours of Sky Sports News television coverage and 15 hours of TalkSport radio broadcasts.

Pitchside boards dominate exposure

At least one gambling message was visible for five hours and 16 minutes during live coverage, meaning almost one-fifth of broadcast time featured betting marketing, the study found.

Pitchside boards accounted for 72% of all gambling messages at live matches, according to the research. Gambling branding on sleeves and training wear was over three times the levels of previous years.

Social media and content marketing

More than 1,000 paid adverts on Facebook and Instagram had an estimated UK reach of 153.2 million accounts, with 18-to-24-year-olds accounting for more than 10% of the total, the study said.

The study said 93% of the gambling content marketing it identified was not clearly marked as advertising.

International comparison

Dr Raffaello Rossi, the project lead at the University of Bristol, said the findings cannot be presented as a success for self-regulation. Rossi explained that Premier League broadcasts contained more gambling messages per game than comparable coverage in Germany, Canada and the United States.

The findings of the report are set to be presented to the UK parliament on Wednesday.