Premier League clubs expected to discuss the impact of gaming shirt sponsorships

As part of stringent new sports advertising laws under consideration, 8 football clubs in the Premier League might face a ban barring them from featuring gaming companies on shirt sponsorships

Shirt sponsorship featuring gaming companies on football shirts has been making headlines in recent months. This Thursday English Premier League clubs will meet to further discuss this issue which will be examined by the Government in light of the 2005 Gambing Act.

The Government in the UK launched a review in late 2020 raising concerns on gambling addiction. The House of Lords Committee has welcomed this concern and recommended the ban on shirt sponsorships.

Eight of the top 20 flight Premier League Clubs have signed betting firms as shirt sponsors, namely Burnley, Crystal Palace, Fulham, Leeds, Newcastle, Southampton, West Ham and Wolves. Leeds’ deal with SBOTOP is worth ￡7.8m per season while West Ham have a ￡10m-a-year deal with Betway.

Matt Zarb-Cousin, director of lobby group Clean Up Gambling, welcomed this intervention and said: “Footballers, darts players, snooker players and rugby players are like walking billboards for gambling companies. The evidence shows this sort of advertising is impacting negatively on children who are growing up thinking you have to put on a bet to enjoy sport.”

A spokesperson for the Department for Digital, Culture, Media & Sport (DCMS) told Sky Sports News: ‘We are currently undertaking a comprehensive review of gambling laws to make sure they are fit for the digital age and a public call for evidence is open for contributions.

‘We are determined to tackle problem gambling in all its forms and the work will build upon our strong track record of introducing measures to protect those at risk. No decisions have been taken.’

Clubs are due to receive an update on findings around shirt sponsorship and gambling addiction on the 25th of March.

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