Football
Investigation reveals six Premier League clubs violate gambling rules on shirt sponsors
Joe Lyons is a sports writer with years of experience on reputable sports and gambling websites. Joe has also been published by Nottingham Forest, working with the academy and senior teams to produce content on matchdays. He formerly covered the Premier League and EFL as an on-site reporter during the 2020/21 season for Prost International. He is an expert in a range of sports including soccer, basketball, horse racing and American football. Joe specialises in long form content alongside news, tips and betting. Joe has a keen eye for the sports betting industry in the USA which covers the NBA and NFL, tracking and analysing the market as it changes throughout the season.
Get to know Joe Lyons betterPublished5 hours ago on October 22, 2024
An investigation has revealed that six different top-flight clubs in England are breaching the Premier League’s gambling rules on shirt sponsorship.
According to the outlet ‘The Pitch Inspection,’ there are six Premier League clubs who refuse to sell adult shirts without gambling logos.
At the moment, there are 11 clubs in total with gambling sponsors on the front of their shirts – but five of them do not break the rules as they offer kits without a logo.
In April 2023, clubs across the league voted for an outright ban on gambling sponsors – which will officially begin at the start of the 2026/27 season.
The argument for banning the logos considered that shirt sponsorship ‘normalises’ gambling for children, powered by the ‘Big Step’ campaign which is led by people harmed by gambling.
Premier League clubs who violate gambling rules on shirt sponsors
1. Aston Villa (Betano)
The Pitch Inspection asked each club if they could purchase an adult home, away and third shirt which didn’t feature a sponsor. Villa did not provide the option and promoted their standard home shirts instead.
The Villans signed a two-year deal with Betano that is reportedly worth around £20 million a season. It is the most lucrative shirt sponsor in the club’s history and the contract runs until the end of the 2025/26 season.
2. Brentford (HollywoodBets)
When Brentford were approached for a comment, the West London club responded saying they do not have any unsponsored kits available to buy. They apologised and hoped to provide more help in the future.
Brentford’s sponsorship agreement with HollywoodBets is valued at $5 million a year, which began in July 2021 and has continued ever since.
3. Everton (Stake)
Everton explained that it is not possible to buy one of their adult kits without the ‘Stake’ logo on the front, with that option solely available in children’s sizes. They apologised for the inconvenience.
In June 2022, the Toffees signed a record-breaking long-term agreement with betting brand Stake.com which is worth up to £10 million a year.
4. Fulham (SBOTOP)
Fulham admitted they had no plans to sell any of their kits without the sponsors and told investigators that if they wanted a Fulham shirt, it would have to be with the ‘SBOTOP’ logo on the front.
In June 2023, the Cottagers announced a record sponsorship deal with the global betting brand as their shirt sponsor and principal partner, with the logo also featured on training gear.
It is also worth a reported £10 million a season.
5. Nottingham Forest (Kaiyun Sports)
Nottingham Forest were another club to apologise for the inconvenience but said they were not offering any kits without the sponsor’s logo on the front, Asian online betting firm Kaiyun Sports.
The firm joined forces with the Reds in September 2023 on a two-year deal which is worth as much as £14 million.
6. Southampton (Rollbit)
Southampton’s response to investigators was rather blunt, replying that you simply cannot purchase a Saints shirt without their sponsor, ‘Rollbit.’
Earlier this year the south coast side announced a groundbreaking partnership with Rollbit, a cryptocurrency casino, in a multi-year agreement.
Premier League clubs who do not violate gambling rules on shirt sponsors
1. Bournemouth (BJ88)
In August, Bournemouth signed a two-year front of shirt partnership with online betting company BJ88 – valued at £8 million. It was said the firm paid 185% above market value to secure the sponsorship.
However, if you wish, you can buy a Bournemouth shirt without the sponsor on it.
2. Crystal Palace (NET88)
In June, Crystal Palace announced a record two-year deal with NET88 to become a principal partner of the club with the logo featured on the front of their shirts and on training gear.
The Eagles are one of the clubs who play within the Premier League’s rules on this matter and you can buy a sponsor-less shirt from the club shop.
3. Leicester City (BC.GAME)
Leicester are one of 11 Premier League clubs with a gambling sponsor on the front of their shirts – and one of five who allow fans to buy them without a sponsor, upon request.
BC.GAME signed a $40 million deal with Leicester to become the club’s official principal partner for the 2024/25 season.
4. West Ham United (Betway)
On West Ham’s official club website, you can buy a version of their unsponsored shirts without the Betway logo.
The club are in the final year of their partnership with the betting firm, which is valued at £10 million a year – but the Hammers are searching for a new partner for next season.
5. Wolves (Debet)
Online betting platform Debet agreed a mult-year sponsorship agreement with Wolves earlier this year which is worth just under £10 million a season.
Wolves are also a club where, if you want to buy a shirt without the betting sponsor, they will give you that option.