Campaigners have labelled the Premier League’s ban on front-of-shirt gambling sponsorship as ‘incoherent’, given it will remain on other parts of the kit and inside stadiums.

Eighteen of the 20 top-flight clubs on Thursday agreed to a voluntary ban on betting firms appearing as the main sponsor, from 2026. However, gambling adverts will still be permitted on the shirt sleeve and pitchside LED displays.

James Grimes, founder of The Big Step campaign to end gambling advertising and sponsorship in football, said: ‘No gambling ads are seen more than those on Premier League shirts, worn by billions around the world. But just moving logos to a different part of the kit while allowing pitchside advertising and league sponsorship to continue is totally incoherent.’

The proposal was always expected to be passed, given the compromise of betting sponsors remaining elsewhere. Clubs also hope the move avoids legislation that would prevent gambling advertising completely.

The eight Premier League clubs who have gambling firms on the front of their shirts — worth a combined £52million a season — now have three years to negotiate new deals. However, it is expected that the removal of betting companies from the market will reduce the value of sponsorships, particularly for clubs outside the top six.

Premier League clubs voted in favour of a ban on betting firms appearing as the main sponsor 

Campaigners have criticised adverts being permitted on shirt sleeves and pitchside boards 

Brighton owner Tony Bloom has welcomed the ban, which will come into force from 2026

The decision, following consultation between the league, its clubs and the Department for Digital, Culture, Media and Sport, means the Premier League is the first in the world to voluntarily reduce gambling sponsorship.

Culture secretary Lucy Frazer said: ‘The vast majority of adults gamble safely but we have to recognise that footballers are role models who have enormous influence on young people. We want to work with institutions like the Premier League to do the right thing for young fans. We will soon bring forward a gambling white paper to update protections for punters and ensure those who are at risk of gambling harm and addiction are protected.’

Brighton owner Tony Bloom welcomed the ban, saying: ‘I don’t think having gambling sponsorship on shirts is good, but I understand that for some clubs, particularly clubs down the leagues with much less revenue, the gambling companies pay the best, so it’s difficult to turn them down.’