Restrictions on betting advertising in football

Spain is one of the most heavily regulated markets for gambling advertising, and football is in the spotlight. After the introduction of Real Decreto 958/2020, the rules for betting brands on the air, in stadiums and in digital channels were noticeably tightened. In 2024, the Supreme Court partially relaxed a number of norms, but the basic logic of "minimizing the impact on vulnerable groups and youth" remained.

Legal framework: what exactly is regulated

Real Decreto 958/2020 details the commercial communications of gambling operators: protection of minors, requirements for the content of messages, restrictions on formats and platforms. The document implements the provisions of Law 13/2011 and acts as a "framework" for all sports marketing, including football.

In 2024, the Supreme Court of Spain recognized that some of the measures did not have sufficient "legal coverage" and should be canceled (in particular, a hard "night window" and restrictions on targeting in social networks); however, the general course towards deterring aggressive advertising and protecting youth is confirmed.

Football sponsorship: where are the red lines

Broad sponsorship bans: Real Decreto 958/2020 restricts placing betting brands in tournament and facility titles, on uniforms (including tee fronts) and equipment; transitional periods were in effect for contracts already signed. It was football that felt it the most.

Even after the court decisions of 2024, the classic forms of shirt sponsorship did not return to the "pre-war" scale: clubs are reducing direct transactions with bookmakers, and the market is moving to "softer" integrations and content partnerships.

Ether and digital: what has changed and what remains

Historically, a "night window" was introduced for TV/radio/video platforms (showing ads mainly from 1:00 to 5:00). In 2024, this norm was among those that the court criticized; some of the digital restrictions have weakened, but the requirements for a youth audience and sensitive content have been preserved.

Information society services (sites/applications): advertising is limited by the operator's own resources and formats that do not overlap the main content; intrusive pop-up blocks are prohibited.

Stadiums, uniforms and matchday activations

There is a strict regime in arenas and club paraphernalia: you cannot display messages aimed at minors and use creatives that romanticize the game; in "matchday" clubs go into neutral activations (educational and RG messages, family zones without betting ads).

Market practice is the transition to "white" zones (without betting brands) in the children's and youth sectors, as well as point B2B collaborations outside the fan sector and direct broadcast frame.

Content and influencers

For bloggers and club media, the principle applies: no appeal to minors, the presence of warnings about responsibility, a ban on promises of "easy money" and the glorification of bets. Violations are fraught with sanctions for both the operator and the site/partner.

Responsible play: New labelling requirements

Trend 2025 - strengthening warning notes about harm by analogy with "tobacco" warnings: large disclaimers, visibility of RG tools (limits, self-exclusion), links to help. This also applies to football integrations, including in digital content.

Economics and club adaptation

After some of the cancellations of the Supreme Court, advertising budgets in digital have partially recovered, but sponsorship in football remains below levels until 2020: clubs are reoriented to fintech, telecom and Web3 activation, and betting - to "soft" formats (educational projects, RG initiatives, neutral branded content).

Practical recommendations to clubs and leagues

1. Audit of creativity and the route of approvals: checking for the absence of youth segmentation, "fast money" and aggressive narratives.

2. Default RG design: large disclaimers, self-exclusion links and limits wherever betting is mentioned.

3. Content instead of a "logo on the chest": analytical formats, social campaigns about risks, joint research on fan behavior.

4. Local autonomy standards: take into account regional acts and urban planning rules (for offline activations near stadiums).

5. Contractual flexibility: clauses in case of regulatory changes and a "stop list" of formats that may be declared illegal.

6. Data and privacy: strict verification of targeting, age filters and consents in CRM promotions.

Spanish football lives in a "moderately tough" betting advertising regime: classic sponsorships and aggressive broadcast formats are limited, digital is under scrutiny, and responsibility to youth and vulnerable groups is a basic principle. Even with the 2024 partial court correction, the industry is moving toward models where transparency, RG and educational content are more important than the T-shirt logo.