Gambling Ads in Premier League Surge Over 150%

Gambling advertising in the Premier League saw a dramatic increase of over 150% on the opening weekend of the season compared to the same period last year.

Researchers from the University of Bristol analyzed TV, radio, and social media coverage during live matches and news reports, revealing 29,145 gambling messages. This figure marks a significant jump from the 10,999 messages recorded last year. 

Live broadcasts of six Premier League matches alone saw a 240% rise in gambling-related messages, with logos and advertisements increasing from 6,966 to 23,690. 

And, it is not just European football where we are seeing a surge in gambling sponsorship. Betting companies and global football have a long and storied history.

Co-lead author Dr. Raffaello Rossi, a marketing researcher from the University of Bristol, highlighted the concerning trend:

“This new evidence shows how much the industry is out of control – with gambling ads now flooding Premier League coverage.

“Just a few months ago, a new code of conduct was published by industry to curb marketing during football events, but the policy has had no impact on the volume whatsoever.

“It’s clear that the industry's attempt to self-regulate is wholly inadequate and tokenistic. Despite having had years to put in place effective measures to protect consumers, the gambling industry continues to prioritize profit over safety.”

In response to the findings, a government spokesperson told BBC Sport:

"We recognise the impact harmful gambling can have on individuals and their families and are absolutely committed to strengthening protections for those at risk. Ministers are currently considering the full range of gambling policy, including on advertising and sponsorship, and will update in due course."