Sports sponsorship prohibition predicted to lead to financial shortage in athletics, experts caution
In a significant move, English Premier League clubs have agreed to stop featuring gambling companies as main sponsors on their jerseys from the 2026/27 season. This decision comes as Germany, too, is reevaluating its approach to sports sponsorship and betting advertising.
The Federal Minister of Food and Agriculture, Cem Özdemir (Greens), has voiced concerns about the potential negative impacts of sports advertising, particularly advertising targeted at children. An open letter has called for a complete ban on sports betting advertising, but it seems unlikely in the short term due to clear regulations in the German State Treaty on Gambling.
Regulating Sports Sponsorship and Betting Advertising
As of 2025, Germany regulates sports sponsorship and sports betting advertising through a combination of financial oversight and legal restrictions aimed at integrity and consumer protection, with some future tightening expected.
Sponsorship financial limits and transparency are being implemented in German professional football. Starting from the 2027-28 season, clubs cannot spend more than 70% of income from sources such as TV rights, ticket sales, and sponsorship on player-related costs. This indirectly impacts sponsorship deals by linking them to sustainable club financing.
Under German criminal law, manipulating professional sports competitions for betting advantage is punishable by imprisonment. These laws currently focus mainly on traditional organized sports under official federations, but esports are less regulated due to different organizational structures.
Sponsorship innovation is active but monitored. Football federations in Germany are seeking to innovate sponsorship deals by expanding rights to women’s teams, youth, and esports, and activating sponsorships through digital campaigns and fan engagement.
Future directions likely emphasize tighter controls. The emphasis on curbing excessive spending in sports clubs, increasing transparency in sponsorship reporting, and enforcing anti-corruption in betting is expected to continue. Germany’s introduction of clear sanction catalogs and use of equity capital in penalty considerations indicate a trend toward more sophisticated regulatory frameworks.
The Future of Sports Sponsorship in Germany
While the Bundestag met on May 15, 2024, to discuss a possible ban on sports sponsorship, it seems unlikely that the German legislature will impose a general ban on sports sponsorship. The German Sports Betting Association (DSBV) opposes a ban on advertising for alcohol, sensitive foods, and gambling, stating it would weaken the financial situation of sports clubs.
Experts present at the meeting agreed that such a ban would significantly harm German sports. Heike Kramer of the German Savings and Giro Association emphasizes the importance of maintaining sponsors' communicative freedom. Christoph Breuer of the German Sports University Cologne highlights the dependence of German sports on sponsorship.
Sylvia Schenk, head of the Sports Working Group at Transparency International Germany, describes sports sponsorship as a "win-win-win situation" for all parties involved when used responsibly. All experts note that companies should follow certain guidelines when presenting their messages.
The intensity of casino and sports betting advertising in stadiums is expected to remain high through other advertising forms. Certain types of advertising, individual product categories, and the manner of communication could be restricted, but there do not seem to be any specific implementations that could be relevant in the near future.
In conclusion, Germany currently controls sports sponsorship spending indirectly through club cost caps and directly criminalizes sports betting manipulation. Sponsorship innovation is encouraged but within evolving legal boundaries. Future restrictions will likely strengthen financial and integrity oversight while balancing commercial interests.
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What is the stance of the German Sports Betting Association regarding a potential ban on sports sponsorship? The association opposes a ban on advertising for alcohol, sensitive foods, and gambling, as it would weaken the financial situation of sports clubs.
In what areas might restrictions on casino and sports betting advertising in stadiums be implemented, according to the conclusion of the current regulations and future restrictions? Certain types of advertising, individual product categories, and the manner of communication could be restricted, but there do not seem to be any specific implementations that could be relevant in the near future.
