There have been calls urging the UK Government to get involved with sponsorship agreements between football clubs and betting companies.

With recent announcements about new shirt sponsorship deals by three Premier League clubs, an advocacy group has appealed to the UK Government to intervene. Last week saw top-tier teams like Fulham and Burnley engage in one-year agreements with SBOTOP and W88, correspondingly, while Aston Villa secured a three-year partnership with BK8. betting companies Interestingly, these Premier League teams have inked deals amidst a previously unanimous decision in April to phase out gambling logos on matchday shirts. Such a landmark agreement aims to eradicate betting endorsements on EPL jerseys by the end of the 2025/26 season.

Announcing this new direction, the Premier League termed it a significant stride, albeit not perfect. The league believes this move will substantially mitigate the negative impacts of gambling attachments. However, prior to fully embracing the new rules, clubs may still showcase betting logos.

Various sources around the UK reveal that Chelsea is in negotiations for a one-year tie-up with Stake, a key betting player in the nation. According to The Telegraph, such a deal might push the club’s earnings up to £40 million, which could trigger more controversy within the sport.

A statement from Big Step, a collective demanding an end to gambling ads in top-tier football, criticized these arrangements as 'short-sighted.' They proclaimed: 'Football cannot be trusted on gambling issues, and it’s the government’s role now to put a halt to these deals. While clubs speak about mental wellness, they simultaneously accept casino sponsorships, effectively making young players and fans walking advertisements for potentially addictive and harmful products.'

In rapid response, the Premier League informed BBC Sport of their proactive initiatives, making it the first sports organization in the UK to reduce gambling ads voluntarily. They assured that all gaming partners in the league are subject to rigorous regulation by the UK Gambling Commission and under the vigilance of the Advertising Standards Authority.

Previously, W88 has supported teams such as Wolverhampton Wanderers, Crystal Palace, Aston Villa, and Fulham. Moving to SBOTOP, they boast a lasting relationship with Leeds. Meanwhile, Burnley was backed by Classic Football Shirts last season, with Aston Villa being partnered with Cazoo, a known car sales firm.

Burnley has defended their fresh contract with W88, arguing that record sponsorship funds will aid them in remaining competitive within the Premier League. Fulham has echoed this sentiment, suggesting that the sponsorship is key for maintaining their competitive edge.

Following Aston Villa’s recent partnership announcement with BK8, disappointment echoed from the Supporters’ Trust. It's worth recalling that in 2021, Norwich backed out from an agreement with the same company due to its questionable marketing strategies.

Last season observed up to eight Premier League clubs featuring betting sponsors on their shirts, with these deals reportedly amounting to £60 million annually. However, post-2026, clubs might shift sponsorship displays to sleeves and LED adverts within arenas.

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