Revealed: The Growing Financial Influence of Betting Companies in European Football.
The financial power of betting companies in European football has become undeniable, with new research revealing that 66% of teams across 31 top divisions have at least one sponsorship deal with a betting firm. Despite growing concerns over gambling's role in sports, these companies continue to pour significant money into the sport, finding creative ways to bypass regulations and restrictions, leaving fans and critics questioning the impact of such sponsorships.
As the Premier League prepares for a ban on front-of-shirt gambling sponsorships set to take effect in 2026, data shows that European clubs are finding ways around these restrictions. A new investigation by the cross-border journalist collective Investigate Europe, reveals that betting sponsorships are entrenched in European football, with some surprising statistics.
Key Findings of the Research:
- Of the 442 teams across the 31 leagues analyzed, 296 have at least one betting partner this season.
- 145 teams feature gambling sponsorships on the front of their shirts.
- In countries like Italy and Belgium, clubs are sidestepping front-of-shirt bans by promoting gambling companies through charitable foundations or news/entertainment sub-brands.
- A staggering 14 of the 31 leagues studied have a betting company as their title sponsor.
- 27 clubs in Europe’s top five leagues have partnerships with Asian-facing betting companies, many of which do not hold European licenses.
The Premier League, which has long been a hub for gambling advertising, is among the worst offenders. Eleven teams will sport a gambling brand on the front of their shirts for the 2024-25 season, the highest proportion among Europe’s top five leagues. Research by Global Data, cited by Investigate Europe, found that betting brands have spent about $135 million (£104 million) on shirt deals in the English top-flight this season.
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Other major European leagues have seen a surge in gambling sponsorships. The Dutch Eredivisie has fully embraced betting partnerships, with every club in the league aligned with a gambling sponsor. Portugal, Greece, and Germany are also significant markets for betting firms. Even smaller leagues in countries like Hungary, Romania, and Bulgaria have widespread betting-related sponsorships, showing just how pervasive gambling money has become in European football.
Exploiting Loopholes
While the Premier League has agreed to a voluntary ban on front-of-shirt gambling sponsorships for the 2026-27 season, many European clubs are already attempting to circumvent similar bans. Belgium introduced a law in January restricting sponsorships to sleeves and the back of shirts, yet clubs like Club Brugge have continued to display betting insignia on the front of shirts. The club switched from Unibet to U-Experts, a news app linked to Unibet’s casino operation.
Italy, where a similar ban on betting logos was implemented in 2018, sees clubs exploiting these rules too. Three Serie A sides—Inter Milan (Betsson.sport), Parma (AdmiralBet.news), and Lecce (BetItalyPay)—continue to promote betting-adjacent brands on their shirts. Some teams, like AC Milan, have even partnered with betting companies like Boomerang Bet, which are blacklisted by Italian authorities for not having the proper licenses to operate in the country.
The Rise of Unregulated Betting
Another concerning trend is the increasing presence of Asian-facing betting companies that operate outside European regulations. Twenty-seven clubs across Europe’s top five leagues are partnered with these companies, many of which do not hold official licenses in European countries. In Italy, for example, eight teams feature betting sponsorships visible only when accessing club websites from Asia or through an Asia-based VPN. This poses a serious concern about the transparency and legality of such partnerships in European football.
The True Extent of Gambling Advertising
While shirt sponsorships are often the most visible form of gambling advertising in football, they are not the only way betting companies are embedding themselves into the sport. Research from the University of Bristol reveals that, on the opening weekend of the 2024-25 Premier League season, almost 30,000 gambling adverts were broadcast across stadiums, TV, radio, and social media—an increase of 165% compared to the previous year. The influence of betting companies on football is therefore much broader than just shirt sponsorships.
The Social Impact of Gambling Ads
Charles Livingstone, a member of the World Health Organization’s expert group on gambling and gambling disorder, points out that exposure to gambling ads is strongly linked to increased gambling activity. “The more exposure you have to gambling ads, the more likely you are to gamble,” Livingstone explains. “Advertising remains key to the strategies of betting firms.”
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Livingstone further highlights the darker side of the gambling industry, noting that the companies target individuals who are most vulnerable. “The industry spends millions on promotions because it helps them to recruit new gamblers,” he says. “And the reason … is because the best customers are those who go broke. So they constantly have to recruit new gamblers to replace the ones who have gone through all their money and all their assets and all their relationships.”
Conclusion: The Dark Side of Betting Sponsorships
The presence of betting companies in European football is nothing short of overwhelming. Their financial influence has penetrated almost every corner of the sport, from shirt sponsorships to title deals, and even in leagues where regulations are meant to limit gambling exposure. While some clubs are finding creative ways to skirt restrictions, the growing prevalence of gambling ads is a troubling trend that cannot be ignored.
The power of gambling brands is changing the landscape of football, but at what cost? These companies are targeting vulnerable individuals and exploiting their reach to recruit new bettors, which raises serious ethical questions. As the industry continues to dominate European football, it’s clear that the long-term impact on the sport and its fanbase could be deeply concerning. The focus on profits over players’ well-being and fan welfare must be addressed before the damage becomes irreversible.
