Football Shirt Advertising By Gambling Companies?

Question :

What are the rules governing the sponsorship of football (soccer) clubs’ shirts in the UK?

Answer :

It has changed since September 2007. Sponsorship deals signed before then may not fall within the current guidelines. For deals signed after September 2007, clubs must ensure that the casino / gambling company they advertise on their shirts are governed by the Gambling Commission, or that they are regulated by similar rules i.e. they are registered in an EEA state or approved other state (Antigua & Barbuda, Isle of Man, Tasmania or Alderney at the time of writing).

Technically the same rules hold for those wearing the shirts - if you walk around wearing a replica shirt in the UK which features sponsorship for a casino not regulated in the UK then you could, in theory, be prosecuted for promoting gambling!

Children’s replica shirts must not feature gambling advertising at all - so many leading teams will have to produce entirely different replica shirts in children’s sizes.

Another interesting fact is that visiting clubs must also adhere to the same rules. So if the away team’s shirts feature gambling-related advertising then the gambling firm advertised must also be regulated in an EEA state. This could mean that certain visiting teams have to change their shirts when they play in the UK - or find themselves in hot water if they don’t…

With more and more of the leading teams being sponsored by gambling firms, this is sure to be an issue that hits the headlines sooner or later. It remains to be seen whether a fan of a foreign team will ever be prosecuted for wearing a replica shirt which does not adhere to the rules - but if you are thinking of buying a replica shirt, bear the above advice in mind, just in case!

Tags: football, Gambling Questions, replica shirts