Betting Firm Logos Shown on TV Up to 3,500 Times in Premier League Matches, Study Finds
A recent study conducted by psychology experts from four universities has found that betting company logos are displayed as frequently as 3,500 times during the course of a televised football match in the Premier League. The majority of these logos are seen on pitchside hoardings, raising concerns about top-flight clubs’ decision to only give up front-of-shirt betting ads.
The study examined 10 matches from the previous season, featuring every Premier League club. It revealed that the West Ham v Chelsea game had the highest number of betting logos, with a total of 3,522, equating to an average of 37 logos per minute. This figure was significantly influenced by West Ham’s partnership with the online bookmaker Betway, whose logo is prominently displayed at their home stadium, the London Stadium.
On average, a gambling logo was observed every 16 seconds during a game. The study also examined cryptocurrency and financial trading adverts, but found that digital pitchside hoardings accounted for over half of the logos seen, while team shirts only represented 6.9% of the visible gambling logos.
Earlier this year, Premier League football clubs agreed to ban front-of-shirt betting sponsors. However, this voluntary measure will not take effect until 2026 and still allows betting firms to advertise on shirt sleeves, pitchside hoardings, and other locations within the stadium.
The findings of the study have sparked renewed debate about the impact of gambling advertising in football. Campaign group The Big Step, which advocates for football clubs to sever ties with the betting industry, criticized the clubs for not taking gambling’s links to addiction, financial problems, and suicide seriously enough. They believe that removing advertisements from shirts is insufficient and called on the government to intervene and prohibit all gambling advertising in football.
The Premier League declined to comment on the study. Betting industry representatives have repeatedly claimed that there is no evidence linking football advertising to addiction. However, several studies have established a connection between sponsorship and participation in problem gambling. The promotion of betting in football has become increasingly controversial, especially in light of high-profile cases involving players with gambling addictions.
In the upcoming 2023-24 season, nine Premier League teams, including Brentford, will continue to feature a gambling company’s logo on their shirts either as the main sponsor or on their sleeves. Despite the looming ban in 2026, some clubs, such as Aston Villa, have signed new gambling deals this season. However, Chelsea withdrew from a shirt sponsorship with the controversial cryptocurrency gambling firm Stake.com after facing pressure from fans’ groups.
The study, led by Jamie Torrance from the University of Chester, also examined the prominence of different brands. Betway was found to be the most featured gambling brand in football, accounting for 31.2% of visible logos. In the cryptocurrency category, Stake topped the list with 28%, while FBS was the most widely displayed financial trading logo.
Alarmingly, only 4.4% of the gambling logos observed during the study were accompanied by harm reduction content, such as warnings to gamble responsibly or seek help if needed.
It is worth noting that this study used a different methodology from a previous one that found gambling logos appeared 700 times in a single game. The previous study counted each appearance of a company’s logo on screen only once, regardless of the number of times it was shown. In contrast, the new study counted each iteration of a logo separately.
The issue of gambling advertising in football remains contentious, with arguments surrounding its influence on fans, players, and the potential for addiction. As the debate rages on, it is evident that more comprehensive measures are needed to address the impact of gambling advertising in the sport and protect vulnerable individuals from potential harm.
