Premier League chief executive Richard Masters ‘not sniffy about gambling’

English Premier League’s new chief executive, Richard Masters, has expressed the gambling industry needs tighter regulation as the debate over how betting is used in soccer continues.

Masters, who was confirmed as the permanent head of the English top-flight in December following an interim basis, told Sky News that the league was not considering outlawing betting entirely, but greater safeguarding measures are being considered.

British government ministers have committed to reviewing the 2005 Gambling Act looking to add greater restrictions around betting companies’ involvement in sports, with The Times reporting that a blanket ban was also a possibility.

“We’re not sniffy about the gambling industry,” said Masters.

“The Premier League has never had a betting relationship, but it’s our clubs that enter into shirt sponsorship.

“The whole area does need, I think, probably, slightly firmer regulation, particularly around the most vulnerable. But I don’t necessarily think that the answer should be that clubs should no longer have betting partnerships.”

Masters statements come as bookmakers consider a voluntary ban on soccer shirt sponsorship and pitch side advertising.

Brigid Simmonds, Chair of the Betting and Gaming Council (BGC), which represents 90 per cent of the betting and gaming industry, told the House of Lords’ Gambling Industry Committee that it was “absolutely open” to reducing advertising around sport.

“We are certainly looking at the whole issue of sponsorship,” she said.

“We can consider this going forward, we are active in considering it.

The gambling industry does seem aware of its need to self-regulate. The BGC says that the whistle-to-whistle ban has reduced gambling advertising on television by 85 per cent, whilst GVC, the parent company of Ladbrokes and Coral, has already withdrawn its sponsorship in soccer.

For the 2019/20 season, half of the 20 teams in the Premier League have gambling firms as their main shirt sponsor, earning them a combined UK£69.6 million (AU$133.7 million). Even teams without betting brands as a lead partner have smaller partnerships in the industry.

Gambling’s influence is also felt in lower leagues. In the second-tier Championship, 15 of the 24 teams have betting companies as their shirt sponsor, while the English Football League (EFL), which oversees the three divisions below the Premier League, is sponsored by Sky Bet. The organisation has described income from gambling firms as a ‘significant’ part of its financial model.

In addition, the Football Association (FA), English soccer’s governing body, was heavily criticised for selling online streaming rights to FA Cup games to betting companies, via a third party. The FA has said it will assess those relationships during the next rights cycle.

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Melbourne Victory teams up with Superdry

Melbourne Victory has confirmed a new alliance with Superdry, marking the beginning of an exciting collaboration between the two brands.

As part of the deal, Superdry came on board as the official off-field clothing partner for the club’s friendly match against Wrexham AFC at Marvel Stadium on July 11th, fans at the game were able to enjoy some great giveaways from the brand.

Superdry is a modern, fashion-forward brand celebrated for blending vintage Americana and Japanese-inspired graphics with a distinctive British twist.

Their use of high-quality fabrics, unique washes, intricate hand-drawn artwork, and expertly tailored fits truly sets them apart from the crowd.

This one-of-a-kind style has earned Superdry worldwide popularity and a dedicated, ever-growing celebrity following.

Melbourne Victory Managing Director Caroline Carnegie said the club was thrilled to team up with such a high-quality brand for an event that promised to be a memorable experience for all football fans.

“Our partnership with Superdry for this event is a great opportunity for us to work with a quality brand that is well aligned with our fans and values as a Club,” Carnegie said in a press release.

“I look forward to seeing the team arriving for our match against Wrexham AFC kitted out in the latest range at Marvel Stadium this week.”

To celebrate the collaboration, fans will have the chance to win a 2025/26 membership pack and a $1,000 Superdry voucher, plus the unique opportunity to shop at a Melbourne Superdry store alongside their favourite Victory player – fans should keep an eye on Victory’s social media for all the competition details.

Alastair Davies, General Manager of Licensed Brands at Superdry, said the brand is excited to support Melbourne Victory and connect its British roots with Australia’s sporting culture.

“Superdry is proud to dress Melbourne Victory as they face off against Wrexham AFC,”  Davies said press release.

“As a brand born in the UK, it’s rewarding to see our British heritage connect with Australia’s sporting culture on a global stage.”

This partnership marks an exciting new chapter for both Melbourne Victory and Superdry, bringing style and sport closer than ever.

Wellington Phoenix unveil Dynasty Sport as new apparel provider

Wellington Phoenix have confirmed a new partnership with Dynasty Sport, who will become the club’s official apparel provider from the 2025/26 A-Leagues season onwards.

Under the agreement, Dynasty will design and produce apparel for the Phoenix men’s and women’s teams, as well as kit out the club’s eight academy sides from early 2025.

The New Zealand-based brand, launched in 2018, is renowned for supplying high-quality, ethically and sustainably produced sportswear to professional and grassroots organisations across New Zealand, Australia, and the Pacific Islands.

Dynasty Sport is a leading provider of premium custom sportwear, built on decades of top-tier experience in the global sports industry. With their deep passion for sport, they proudly supply high-performance on and off-field apparel to professional clubs, schools, grassroots teams, athletes, and businesses across New Zealand, Australia, and around the world.

The men’s new home kit for the upcoming A-League Men season has already been completed and will be unveiled on Thursday, 10 July, three months earlier than usual, to coincide with the highly anticipated friendly against Wrexham AFC. Fans can also look forward to two alternate away kits, ensuring the Phoenix can proudly wear their traditional home colours when they play in Wellington or Christchurch.

The women’s home kit and two alternate away strips are set to be revealed in September, ahead of the A-League Women campaign. In addition, Dynasty will release a lifestyle range for Phoenix supporters later this year, providing a wider selection of merchandise for fans.

This deal sees Wellington Phoenix join a growing list of clubs and organisations working with Dynasty Sport, whose focus on sustainable manufacturing and innovative designs aligns with the Phoenix’s values on and off the pitch.

Phoenix general manager David Dome spoke positively about the new agreement.

“We couldn’t be more excited to have Dynasty Sport as our new apparel partner,” Dome said via club statement.

“Not only does their apparel look amazing and feel great to wear, but they have blown us away by how much they’re committed to helping the Phoenix succeed.

“We’re excited to work with Tyler and the Dynasty team over the next three years, creating designs and a range that truly resonate with our fans and reflect the spirit of our club.”

Dynasty Sport co-founder and director Tyler Rakich spoke about the importance of the company extending to the professional football space.

“This marks another significant step in our expansion into the pro football space,” Rakich said in a press release.

“We’re very excited to launch the new custom range for players, staff and fans, from the elite level performance kit to the fan apparel and fresh new lifestyle range.

“We are confident there is something for every fan regardless of colour preference and style and we are excited to launch the full range in September this year!”

The deal provides Wellington Phoenix with a modern, sustainable apparel solution while strengthening their commercial footprint and giving fans exciting new ways to show their support.

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