English football clubs will not have to seek input from fans regarding gambling advertising and sponsorship, following the withdrawal of a proposed amendment to the Football Governance Bill this week.
During a session in the House of Lords on December 16, an amendment proposed by Lord Foster of Bath was discussed. This amendment, known as 143, would have required clubs to gather fan feedback on their commercial associations with betting companies.
Despite the debate, gambling minister Baroness Twycross confirmed that there are no current government plans to mandate clubs to solicit fan opinions regarding these partnerships as part of broader sports reforms.
The rationale behind the Football Governance Bill is to tackle substantial challenges related to the financial health of elite men’s football in England. The proposals suggest implementing an independent regulator and introducing a set of rules aimed at safeguarding clubs, empowering fans, and ensuring clubs remain integral to their communities.
Fans are expected to gain the right to provide input on issues such as ticket prices, relocation of home stadiums, and representation within clubs. Lord Foster, who leads the Peers for Gambling Reform group, vocally opposes the gambling industry and urged his colleagues to allow fans a detailed voice on gambling advertisements.
Premier League clubs have voluntarily agreed to end front-of-shirt gambling sponsorships starting with the 2026-27 season; however, partnerships involving LED perimeter ads and sleeve sponsors will continue.
Lord Foster stated during the debate, “The government’s previous white paper on gambling did not implement any significant measures to address the matter. It failed to mitigate the nonstop flood of gambling promotions. My amendment suggests that fans should be able to voice their opinions on these matters. Public surveys indicate support for cutting ties between clubs and gambling firms.”
He also discussed amendment 255, which would require the new regulator to block clubs from collaborating with gambling companies.
Baroness Twycross, responding after the debate, clarified that the government does not envision the regulator meddling in commercial aspects such as sponsorship deals. On fan involvement, she mentioned, “While fans should have a role in important decisions regarding their clubs, we must keep this balanced. This is why we haven’t specified every detail on which clubs should confer with fans.”
The debate also included comments from Baroness Brady, vice-chair of West Ham United, who criticized Lord Foster’s suggestions. She stated that voluntary actions have negated the necessity for statutory measures. West Ham, along with other Premier League teams like Southampton and Crystal Palace, have significant gambling partners, with Betway as their primary shirt sponsor.
Baroness Brady noted during the debate that gambling-related sponsorships typically yield 40% more value than non-gambling deals, potentially causing a 20% drop in commercial revenue for some Premier League clubs. She remarked, “It is essential to recognize the crucial support gambling sponsorship offers clubs across football tiers. For numerous clubs, especially beyond the Premier League, gambling sponsorship constitutes a vital financial resource. The Premier League’s decision to gradually remove gambling branding from front shirts is a significant move, demonstrating football’s commitment to responsible evolution. It shows football can lead on responsible change without necessitating harsh regulations.”
The article “Football Governance Bill to exclude fan engagement on clubs’ gambling sponsorships” initially appeared on EGR Intel.