The debate over gambling advertising in the UK market did not subside following the voluntary ban on placing betting company logos on the front of football shirts.<\/p>\n\n\n\n
Instead, the issue has taken on a new dimension amid the ongoing tensions between the regulated sector and the illegal market.<\/p>\n\n\n\n
While lobbyists are calling for even stricter advertising restrictions, representatives of the regulated market are pushing for greater focus on unlicensed operators. Entain<\/strong>, in particular, has highlighted links between more than half of Premier League <\/strong>clubs and such companies.<\/p>\n\n\n\n Football clubs\u2019 partnerships with unlicensed operators are only adding to the tension surrounding the issue. One of the most notable examples is Sunderland AFC\u2019s<\/strong> sponsorship deal with crypto-focused online casino Shuffle<\/strong>.<\/p>\n\n\n\n Shuffle, which holds a Cura\u00e7ao licence, has become the latest offshore brand to gain exposure during Premier League matches. Other companies previously mentioned in this context include 8XBet, Fun88 <\/strong>and VSBet.<\/strong><\/p>\n\n\n\n Reactions from fans on social media show how negatively they view the presence of such brands on the shirts of their favourite clubs. At some point, the financial benefits of these partnerships may no longer outweigh the dissatisfaction among supporters.<\/p>\n\n\n\n The issue has gained further relevance following the UK Department for Culture, Media and Sport (DCMS) <\/strong>consultation on a possible ban on partnerships between UK sports teams and unlicensed operators.<\/p>\n\n\n\n DCMS wants such agreements to be fully phased out by August 2027, ahead of the start of the 2027\/28 Premier League season. However, the department has also indicated that existing contracts could remain in place until their scheduled expiry, provided they end no later than August 2028.<\/p>\n\n\n\n The timing of the new rules could prove important. If unlicensed operators are allowed to maintain their advertising presence during Premier League matches until the ban takes effect, the market could see an increase in new sponsorship agreements. Companies are likely to try to make the most of the remaining period to promote their brands through the competition.<\/p>\n\n\n\n Gambling Industry Lobbyists Call for Further Restrictions<\/strong><\/p>\n\n\n\n While the UK Department for Culture, Media and Sport (DCMS) and Entain are primarily focusing on British sports clubs\u2019 partnerships with unlicensed operators, gambling advertising could disappear entirely from UK sport if lobbyists\u2019 proposals are implemented.<\/p>\n\n\n\n As part of the DCMS consultation, researchers from the University of Bath called for a complete ban on gambling advertising in British sport. According to their findings, there is a \u201cdirect link between advertising exposure and gambling behaviour\u201d: the more frequently people are exposed to gambling advertising, the greater its potential influence on their behaviour.<\/p>\n\n\n\n