Gambling Sponsorships Will Be More Visible In International Cricket After Restrictions Lifted

Gambling sponsorships on playing attire and equipment will be permitted in international bilateral matches, heightening the spectre of sports betting in cricket.

During International Cricket Council meetings last month in Dubai, the Chief Executives Committee agreed to allow betting sponsorships on clothing in bilaterals. The removal of the restriction is effective from April, but will still be prohibited in major ICC events such as World Cups.

The matter had been discussed during meetings last November, but the CEC decided the restrictions were to remain in place. Several teams, however, from Full Member nations subsequently displayed gambling sponsorship logos on their playing kit or as on-field advertising at their home venues.

It prompted the issue to again be discussed and, ultimately, restrictions to be lifted.

"Noting that several members would be restricted from using betting logos in their country, and on the basis that several members had engaged with betting companies for sponsorship, it was felt that the members should have the right to determine for themselves if betting logos should be used in bilateral and domestic cricket," said CEC secretary Clive​ Hitchcock in a document sent to administrators.

Gambling sponsorship is a thorny subject across sports. English Premier League clubs will stop featuring such sponsorship on the front of kits from the 2025-26 season. Currently eight out of 20 clubs in the competition have betting companies as front of shirt sponsors.

The U.K. government is set to publish a white paper on gambling regulation.

Other countries have been concerned over the polarizing subject of sports betting, which critics say can cause gambling disorders and accelerate addiction.

Gambling sponsorships of sports clubs and stadiums were banned in Spain in 2020, while in Australia there is a parliament committee currently looking into online gambling in sports.

A total of 36 states in the U.S. have legalized sports gambling since 2018.

Even though sports betting is illegal in India, cricket's undisputed biggest market, there has been a penetration of gambling sponsorship in the sport. Bet365, one of the world's leading online sports betting companies, has been a partner of Cricket Australia since 2012.

While online betting and gaming company Betway is the title sponsor of South Africa's new T20 league. Betway has sponsorship agreements with Cricket South Africa and Cricket West Indies.

Dream 11, a fantasy sports app, is a major sponsor of India's cricket governing body, and considered legal in India due to being deemed "skill-based".

The tentacles of sports gambling remains a sore spot in cricket given a slew of match-fixing scandals have dogged the sport over the years. The underworld in South Asia is wrapped around India’s illicit betting market, where it is particularly difficult to trace suspicious bets.

Even though sports betting is regulated in certain major cricket countries, where education is drummed into athletes at a young age, the optics of gambling sponsorships visibly displayed at international cricket matches is nonetheless concerning for some.

"I am totally surprised and totally against it. Beyond my comprehension," a cricket administrator told me.

"If you look at all the anti-corruption stuff which is directly linked with betting... you wonder why would you allow it," said another administrator privy to discussions. "It's a very difficult call because it (sports betting) is legal in many countries. It does look hypocritical, however."

Meanwhile, the number of logos permitted on team kits for Test and ODI matches will be increased to the same level as allowed in T20Is.

It was also resolved that colored clash kits will no longer be required for ICC events and bilateral cricket.