Can Gambling Sponsorship in Rugby Come to an End?

The UKGC’s decision to ban front-of-shirt gambling sponsorships from the 2026–27 Premier League season has intensified scrutiny across UK sports. It’s natural to start with the largest sports league in the UK, but in years, more restrictions will likely follow. A natural question to ask is how this will impact rugby’s future relationship with online casino operators.

Why is the UKGC Banning Gambling Sponsorships

Many of the best UK online casinos have been known to sponsor teams in the Premier League, but this is soon to come to an end. The United Kingdom Gambling Commission (UKGC) has been instrumental in the Premier League’s decision to restrict gambling advertisements and sponsorships, particularly concerning front-of-shirt sponsorships. This move is part of a broader initiative to mitigate the potential harms associated with online gambling, especially among the younger age groups.

In April 2023, Premier League clubs collectively agreed to withdraw gambling sponsorships from the front of their matchday shirts, marking the first such voluntary measure by a UK sports league. This decision followed extensive consultations involving the League, its clubs, and the Department for Culture, Media and Sport, aligning with the government’s ongoing review of gambling legislation.

The ban is set to take effect at the end of the 2025/26 season, providing clubs with a transitional period to adapt their sponsorship agreements accordingly. While front-of-shirt gambling sponsorships will be prohibited, clubs may continue to feature online casinos and sports betting brands on shirt sleeves and within stadium advertising.

Will any Rugby Teams be Affected if Such a Ban is Imposed?

Unlike football, where gambling sponsors have been common for years, rugby union’s top-tier Gallagher Premiership currently has no teams with gambling companies as primary shirt sponsors. However, partnerships have existed over the years; for instance, LeoVegas has sponsored the Leicester Tigers, featuring its logo on players’ shorts and stadium advertising boards.

In contrast, rugby league exhibits a more pronounced association with gambling sponsors. Betfred serves as the title partner for multiple competitions, including the Men’s and Women’s Super League, Wheelchair Super League, Championship, League One, Challenge Cup, and the England national teams.

At the club level, teams like the Wigan Warriors have had various gambling sponsors, such as 188Bet, Coral, and Mecca Bingo, featured on their kits. These partnerships provide essential revenue streams that support player salaries, facility maintenance, and community programs.

Financial Implications of a Potential Ban

The Premier League’s forthcoming ban on front-shirt gambling sponsorships is projected to reduce club sponsorship income for some clubs by up to 60%. Gambling companies currently pay substantial sums for premium shirt placement, making them some of the most lucrative sponsors in sports. Losing these deals means clubs must urgently seek alternative sponsorship agreements to fill the financial gap.

For rugby league, where gambling sponsorships are far more embedded, the potential consequences of implementing a similar ban could be even more substantial. Betfred, for example, has a comprehensive sponsorship presence across rugby league competitions, including the Super League, Challenge Cup, and national teams.

These agreements inject significant funds into rugby league, funding player salaries, community projects, grassroots initiatives, and facility improvements. A sudden removal of these revenues could lead clubs into financial instability, forcing budget cuts, reduced player wages, or scaled-down community outreach programs, negatively affecting the overall health and sustainability of the sport.

Popularity of Rugby in the UK

Rugby union holds a notable position in UK sports, with approximately 17% of Brits watching it regularly. This makes it more likely to be the target of a broader ban on gambling ads for popular sports leagues. The Six Nations Championship, in particular, garners substantial viewership, with finals attracting over 8 million viewers.

Despite this, rugby faces challenges in maintaining and growing its audience. Participation rates have declined, with school-level rugby experiencing a 20% drop over the past decade, attributed to concerns over injuries and the sport’s perceived exclusivity.

While rugby union currently exhibits limited reliance on gambling sponsorships, the broader sports landscape’s shift away from such partnerships suggests a reevaluation is imminent. A proactive approach, considering both financial sustainability and societal responsibilities, will be crucial for rugby’s continued growth and relevance in the UK.