A ban on bookies' logos on the fronts of players' shirts is looming in 2026. Meanwhile, half the Premier League clubs have bookies as their front shirt sponsors for the new season. Brentford, Sunderland and West Ham have announced new deals this summer. The voluntary ban was collectively agreed by the Premier League in April 2023.
Clubs with betting firms as front shirt sponsors will face a 40 per cent fall in front shirt revenue when they have to ditch the front shirt logos as betting firms generally pay above the marker rate. Deals can be worth as much as £23m a season.
Betting firms will still be able to have logos on players' shorts or sleeves. They also spemd heavily on perimeter advertising.
The Government has been talking about 'sin taxes' on gambling to raise revenue. Indeed, the horse racing industry is planning a day's strike in protest, not that many people have noticed.
You rarely see a poor bookie or betting firm. A friend of mine had a system which gave him an average eight per cent return on the gee gees and was banned from every betting shop in Oxford.
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