According to a recent study, broadcasts of English Premier League matches last season featured 16 gambling-related commercials on average every minute. This analysis was conducted on a sample of ten matches from the 2022/23 season, comprising all teams in the league, and identified 15,663 gambling-related logos. The largest number of these logos was per game, with over 3,500 logos displayed.
Although Premier League clubs have agreed to ban gambling logos on their shirts from 2026, these logos only account for 6.9% of all gambling ads.
A study led by Jamie Torrence, a psychology lecturer at the University of Chester, found the presence of gambling, cryptocurrency, and financial trading advertisements in soccer match broadcasts. Gambling-related logos were shown most frequently throughout the entire 964 minutes of the match – about 16 times for every minute of the broadcast, which is every 5 seconds.
According to the study, in addition to the front of the jerseys, promotional logos were placed on other alternative locations, such as sleeves, the stadium structure, and dynamic billboards along the pitch. Dynamic billboards along the side of the field proved to be the most popular location for all advertising logos, attracting more than half of all displays.
Approximately 3,522 gambling logos were seen during the match between West Ham and Chelsea last season, equating to 37 logos for every minute of play. One of West Ham’s sponsors is renowned bookmaker Betway.
The Big Step campaign advocates an end to gambling advertising in soccer and calls the number of logos in stadiums a “national disgrace”. The organization is concerned that such intense advertising could become dangerous for young fans, their parents, and even the players. It is calling on the government to take action and ban gambling advertisements, including no deposit free cash and other bonuses that could attract inexperienced users.
The government’s white paper on reforming the Gambling Act 2005 has been criticized for its lack of proposals to regulate betting advertising in sports, and its implementation has been delayed for a long time.