In the ever-evolving world of football, sponsorship deals, particularly front-of-shirt sponsorships, have become a key revenue source for clubs. Recently, the Premier League made headlines with a new ban on gambling companies featuring their logos on the front of team shirts, starting in the 2026/27 season. But are Irish football clubs subject to the same regulations?
The Premier League’s Gambling Sponsorship Ban
The Premier League’s decision to prohibit gambling companies from appearing on the front of team shirts marks a significant shift in football sponsorship. Gambling has long been a dominant presence in UK football, with betting companies forming lucrative sponsorship deals with top-tier clubs. The new rule, which comes into effect for the 2026/27 season, aims to reduce the visibility of gambling in football.
This ban affects top-flight clubs in England, where a number of well-known gambling brands have sponsored teams. As a result, the Premier League’s change of stance is bound to have ripple effects across European football, but will the landscape in Ireland be affected?
Gambling Sponsorship in Ireland: Current Landscape
In Ireland, the situation is somewhat different. The Irish football league, the League of Ireland, has historically been less reliant on gambling sponsorships compared to their English counterparts. This is partly due to the differing regulations in place regarding gambling promotions and sponsorships. Currently, there is no outright ban on gambling sponsorship in Irish football, meaning Irish clubs have more freedom in choosing sponsorship deals, including deals with gambling companies.
However, the Irish government has signalled its interest in regulating gambling more strictly. The introduction of the Gambling Regulation Bill, which aims to create a comprehensive framework for gambling activities in Ireland, could bring about more restrictions in the future.
Front of Shirt Sponsorship: Are Irish Teams at Risk?
Currently, Irish teams are not subject to the same restrictions as the Premier League in terms of front-of-shirt sponsorship. While there have been discussions about the social responsibility of betting companies, including several online casinos, being part of the conversation, there is no formal law prohibiting gambling sponsors in the Irish League.
If Irish football follows the UK’s lead, it could have significant implications for both the league and clubs. For example, clubs that currently have gambling sponsors might face a decision on whether to replace these deals or risk losing valuable sponsorship revenue. As the Gambling Regulation Bill advances, clubs may be forced to reconsider such deals, but for now, the regulations remain lenient.
The Future of Gambling Sponsorship in Irish Football
While Irish clubs are not currently bound by the same sponsorship restrictions as English clubs, the potential for change is growing. The growing concerns around the visibility of gambling and its association with sports could influence the future regulation of sponsorship deals in Ireland. Clubs might eventually face similar bans on gambling companies advertising on the front of shirts.
Conclusion
As it stands, Irish clubs are free to do deals with gambling companies. However, if the pressure mounts, this could very well change in the future. For now, clubs in Ireland continue to benefit from the freedom to engage in lucrative deals, including those with betting companies.
Main image credit: IMAGO / Inpho Photography