New Bristol Study Shows EPL Front-of-Jersey Gambling Ban Reduced Live Advertising by Only 10.5 Percent
A University of Bristol study found that the English Premier League's front-of-jersey gambling ban cut live match gambling advertising by just 10.5%, with ads shifting to sleeves, training gear, and perimeter boards.Summary
A University of Bristol study has found that the English Premier League's ban on front-of-jersey gambling sponsorships reduced gambling advertising during live matches by only 10.5%. The research, reported by Casino.org News, recorded 15,571 gambling marketing messages during the opening weekend of the 2026-27 season, despite the voluntary restriction agreed by clubs in 2023. The ban covers only matchday jersey fronts, leaving sleeves, training gear, and stadium perimeter boards untouched. Researchers examined seven televised matches between August 21 and 24, counting 11,205 gambling messages during live coverage alone, with betting ads visible for five hours and 16 minutes, or almost 20% of broadcast time. The Newcastle United versus Liverpool match contained 2,702 gambling messages, averaging more than 12 per minute, with gambling advertising visible for almost 41% of the broadcast. Dr. Raffaello Rossi, who led the research, said the front-of-shirt ban was effective in removing logos from shirt fronts but did not remove them from football. Gambling branding migrated to jersey sleeves and training gear, which increased 362%, while perimeter advertising accounted for 72% of gambling messages. Over four years, Premier League broadcasts averaged 2,449 gambling messages per game, exceeding 1,677 in the Bundesliga and fewer than 510 in North American NBA and NHL coverage. Campaigners, including the Coalition to End Gambling Ads and the All-Party Parliamentary Group for Gambling Reform, presented the findings to UK lawmakers and called for tighter government regulation, arguing the voluntary approach has failed and simply displaced advertising. The Premier League defended the policy, noting it was the first British sports league to voluntarily eliminate front-of-jersey gambling sponsorships and that the ban was one of several safeguards to protect children and vulnerable people.
(Source：Sccg Management)