Premier League Sponsorship Ban

Tue, 18 Apr, 2023

The Premier League's recent decision to withdraw gambling sponsorship from the front of clubs' matchday shirts has brought sports sponsorship back into the public debate. However, as we continue to await the UK Government's White Paper - which should reference the development of a new code for responsible gambling sponsorship - it is important to take a step back and look at our approach to sponsorship.

At Kindred, we're incredibly proud of our sponsorships in football in the UK. We have been focused on ensuring our revitalised model of sponsorship benefits clubs and their communities - which is why our partnerships with clubs like Rangers and Middlesbrough include funding for vital community work. The power of football to inspire change is huge - especially its ability to engage with some of the most vulnerable members of society.

A greater commitment to ensuring sponsorship benefits clubs and communities and promoting safer gambling behaviour should sit at the heart of all licensed, UK-focused operators' approaches to sponsorship. We have taken great strides at Kindred to do that. For example, we remain the only brand in the UK to feature responsible gambling messages on all of our shirt sponsorships, and we dedicate over 30% of our football assets to safer gambling messaging. Combined with our approach to community investment, this higher sponsorship bar is the way forward in the UK.

That is why it was important to take the opportunity to discuss the topic of sponsorship with BBC Scotland about our partnership with Rangers.


  • Tom Banks
    Head of Corporate Affairs UK/Global