A recent study also found that all but one of the Premier League clubs partner with betting firms in some way, as do 15 Championship sides. Such deals could be allowed to continue with MPs keen to protect the finances of less affluent clubs. Labour MP Carolyn Harris, chairman of the all-party parliamentary group on gambling harm, said the association with betting firms ‘gives football a bad name'. The Government is currently reviewing gambling laws.
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Carolyn Harris MP, the chairwoman, told Mail Online: 'I would very much welcome a ban on front of shirt advertising, any reduction in sports advertising or marketing or promotion is a step in the right direction. Everybody is expecting that. A source close to the review said: 'We are pretty sure there is going to be an end to front-of-shirt advertising. Reformers want more but a lot of politicians are worried about the lower leagues. As well as sports marketing, the review will also consider online restrictions, wider marketing and the powers of the Gambling Commission as well as protections for online gamblers like stake and spend limits, advertising and promotional offers and whether extra protections for young adults are needed.
Shilton, who won a record 125 England caps, endured a 45-year addiction to gambling. Along with his wife Steph, he has launched a campaign called Shilton's Shirt Gambling Ban to kick gambling advertising out of football. "The announcement follows an extensive consultation involving the league, its clubs and the Department for Culture, Media and Sport as part of the Government's ongoing review of current gambling legislation. This season, nine of the 20 Premier League clubs have gambling companies as their front-of-shirt sponsor, as well as another six teams in the Championship.
Those deals are estimated to be worth a combined £100million a year. Managing director Lee Charnley and his commercial team were dispatched to the Far East at the end of last season and returned with a new sponsor in the shape of Chinese firm Fun88, sparking suggestions of further investment from that region.