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sponsorship regulation

The commercial logic was straightforward: betting operators wanted the audience overlap that sport provides, sport wanted revenue at a scale traditional sponsors in retail, automotive or telecoms increasingly could not match, and regulation in most jurisdictions had not caught up with either the growth of online betting or the visibility of its advertising within live sport. Shirt-front sponsorships, perimeter advertising, and in-broadcast odds graphics became near-ubiquitous across several major leagues within a short period.

  • Shirt-front sponsorship bans, phased in over several seasons in some domestic leagues, that will remove betting logos from the most visible on-pitch branding position.
  • Restrictions on betting advertising during broadcast windows watched disproportionately by younger audiences, including pre-watershed television slots.
  • Mandatory affordability and problem-gambling messaging requirements attached to any sponsorship arrangement involving a licensed operator.
  • Limits on the number of betting sponsors a single club or competition can carry simultaneously across shirt, stadium and digital assets.

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