Premier League and European Uniform Restrictions
The English Premier League is phasing out betting brands from the front of matchday shirts starting this season, following a collective agreement reached by clubs in 2023. This policy brings English football closer to frameworks already established in countries like Italy, Spain, and the Netherlands. The English rule stops short of a complete advertising ban, forcing clubs to find alternative inventory while secondary sponsorships remain active across stadiums and broadcasts.
Legislative Models in Italy and Spain
Italy enacted the “Decreto Dignità” in 2018, which took full effect the following year to prohibit direct and indirect gambling advertisements, including sports sponsorships. Despite the strict framework, Serie A clubs have used legal loopholes. Inter Milan displays Betsson Sport and Roma features Eurobet.live on their kits. Both platforms operate as sports data and statistics portals owned by betting parent companies, bypassing the direct prohibition on gambling logos.
Spain implemented Real Decreto 958/2020 on November 3, 2020, establishing tight restrictions on betting advertisements, team sponsorships, and stadium branding to protect consumers and minors from gambling addiction. Meanwhile, the Netherlands enacted a ban on online gambling operators sponsoring sports clubs and competitions, building on restrictions initiated in 2023.
Gradual Implementation in Belgium and Australia
Belgium introduced a phased restriction model in January 2025, banning betting brands from the front of team jerseys before a planned total prohibition on professional sports sponsorships takes effect in 2028. In Australia, the federal parliament is debating proposed legislation to strip betting advertisements from sports uniforms and broadcast spaces, targeting online gambling visibility.
Contrasting Market Maturity in South America
Sports finance and management consultant Cesar Grafietti notes that the regulatory debate in Europe is far more advanced because the betting industry itself has a much longer commercial history there. Grafietti characterizes sports betting as a classic European issue, particularly in England, where markets are entering a second or third phase of maturity. This longevity has turned problem gambling and ludopathy into deeply rooted social challenges that European lawmakers are now forced to address through strict legislative intervention.
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