Football fans received 11,000 gambling messages in Premier League opening weekend

Study for 5 News warns of overwhelming and inescapable' betting imagery in the game

Football fans were bombarded with 11,000 gambling messages during the opening weekend of the latest Premier League season, according to a study that warns of overwhelming and inescapable" betting imagery in the game.

Clubs in the top flight agreed earlier this year to ban gambling firms from sponsoring the front of players' shirts from 2025, but the research - which analysed social media posts alongside hours of TV and radio - cast doubt on the likely effect of that measure, given the saturation of football with other gambling messages.

the sheer volume of gambling messages;

social media content not clearly labelled as ads; and

insufficient safer gambling messaging.