Bristol study finds voluntary shirt sponsor ban cuts gambling visibility 10.5%

Research carried out at the University of Bristol measured how often betting branding appeared on the front of shirts in the English top division. Compared with the season before, the voluntary restriction lowered the visibility of gambling logos by 10.5%. Over the opening weekend of the 2026/27 campaign, the researchers logged 15,571 gambling-related messages, amounting to five hours and 16 minutes of combined exposure.

The study also found that sleeve sponsorships rose 362%, while pitch-side advertising accounted for 72% of the messages recorded during live matches. According to the researchers, the ban therefore had a limited effect on gambling advertising during broadcasts.

The findings renewed criticism from supporters of stricter rules. Sir Iain Duncan Smith, co-chair of the British parliamentary group on gambling reform, described the data as further evidence that the voluntary approach had failed, and called for regulation not to be left to the football and betting industries themselves.

The study has a methodological limitation: each exposure to a logo or advertising message during a live broadcast is counted separately, which may increase the total.

Operators remain significant commercial partners for English football. According to Ampere Analysis, they accounted for 13% of new sponsorship agreements in the 2026/27 season. For supporters of a tighter approach, the 2023 compromise is therefore not sufficient to reduce the visibility of gambling in sport.