Last updated: October 2026
Quick answer: To run effective sports betting ads during the Premier League, advertise only where the sportsbook is licensed, follow the UK’s strict gambling ad rules if you target British players, plan creatives around the fixture list and big matches, use mobile formats for matchday and in-play betting, and optimise each week on cost per first deposit rather than clicks.
The Premier League is followed by fans in almost every country, which makes it one of the biggest annual opportunities for licensed sportsbooks. It is also one of the most closely watched areas of gambling advertising. This guide covers the rules, planning, targeting and optimisation you need for a successful season.
The rules that shape Premier League betting ads
In the UK
If you target players in Great Britain, the operator needs a Gambling Commission licence and its ads must follow the CAP and BCAP codes. Key points include (UK Gambling Commission):
- Ads must not be likely to strongly appeal to under-18s.
- Ads must not feature people likely to strongly appeal to under-18s, such as many sports stars and celebrities.
- People who are or look under 25 cannot appear in most gambling ads.
- Significant bonus terms must be prominent and close to the headline offer.
Shirt sponsorship is changing
Premier League clubs agreed in April 2023 to withdraw gambling sponsorship from the front of matchday shirts, with the change starting from the 2026/27 season. Gambling brands can still appear on shirt sleeves and advertising hoardings (Sky Sports). This pushes more sportsbook budgets towards digital channels.
Outside the UK
Most Premier League fans live abroad. Each market has its own laws, and ad platforms add their own: Google requires gambling certification (Google Ads policy) and Meta requires prior written permission. Advertise only in GEOs where the sportsbook is licensed.
Plan the season
| Period | What happens | Campaign focus |
|---|---|---|
| August opening weekends | New season excitement | Welcome offers, outright markets |
| Autumn and winter matchdays | Steady weekly demand | Matchday and in-play creatives |
| Festive fixtures | Many games close together | Daily pushes and retargeting |
| Big six clashes and derbies | Peak interest | Dedicated event creatives |
| Final weeks | Title, Europe and relegation races | Specials and outright markets |
Targeting
- GEO: licensed markets with large Premier League audiences.
- Time zones: many fans watch early morning or late at night. Schedule campaigns in local time.
- Device: prioritise mobile for matchday and in-play betting.
- Club interest: creatives for specific clubs often beat generic football ads.
See our guide on analysing the target audience for sports betting campaigns.
Creatives that work
- Fixture creatives: name the match and kick-off time, and link to the market.
- Feature creatives: promote live streaming, cash out or in-play markets.
- Offer creatives: promote the welcome offer with “18+, T&Cs apply” and show the terms on the landing page.
Avoid player images unless the operator has the rights and local rules allow it. In the UK, star players will usually fall under the strong-appeal ban. Our sports betting push creative guide has more examples.
Formats
- Push notifications for kick-off reminders and live markets.
- Native ads for previews and stats-led content.
- Display on sports and score sites, plus retargeting.
- Popunders for volume with a strong landing page.
Optimise every matchweek
- Review spend, registrations and first deposits by placement, GEO and creative after each matchweek.
- Block placements that spend without depositors.
- Move budget to the best fixtures and time slots.
- Refresh fixture creatives every week.
- Keep a log of what worked for the next season.
Read how to analyse gambling ad campaign results for the metrics.
Mistakes to avoid
- Using star players in UK-facing ads.
- Hiding bonus terms in small print.
- Advertising in markets where the sportsbook has no licence.
- Running one generic creative all season.
- Forgetting time zones for Asian and American audiences.
Frequently asked questions
In the UK, people likely to strongly appeal to under-18s, which includes many sports stars, cannot appear in gambling ads. Elsewhere, you need image rights and must follow local rules.
Premier League clubs agreed in April 2023 to remove gambling sponsors from the front of matchday shirts from the 2026/27 season. Sleeve and hoarding sponsorship is still allowed.
Push notifications suit matchday and live betting, native suits previews, display builds awareness and popunders bring volume. Compare them on cost per first deposit.
Raise bids before kick-off and during matches for in-play, and schedule by local time in each market, since many fans watch early or late.
Yes. Operators must hold a Gambling Commission licence to offer gambling to players in Great Britain, and their ads must follow UK advertising codes.
Get ready for the next matchweek
CliqBetter delivers sports betting traffic in push, pop, native and display formats for licensed sportsbooks, with GEO and time-of-day targeting. Book a demo to plan your Premier League season.
