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Premier League clubs turn to hidden gambling partners to beat sponsorship ban

Aston Villa, Chelsea, Leeds and Nottingham Forest fail to respond to questions sent by the Guardian, while Sunderland refuse to commentEleven Premier League clubs will have to find new principal sponsors next season when the ban on front-of-shirt advertising for betting companies takes effect. This will represent a financial blow for the clubs concerned: gambling operators are known to pay a substantial premium on standard industry rates. As Karren Brady told the House of Lords in a debate on the football governance bill last November, “the typical difference between gambling and non-gambling shirt sponsorships is around 40%”. The vice-chair of West Ham warned: “For some Premier League clubs, this decision [to ban front-of-shirt gambling advertising] will mean a reduction of around 20% of their total commercial revenues.”So how to make for the shortfall? Some clubs seem to have opted for the simplest of solutions: to carry on as before, by adapting the nature of their offer to gambl...


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