Gamban has announced a partnership with Lewes FC for the 2026/27 season, aiming to raise awareness about gambling risks in English soccer and promote self-exclusion tools as advertising restrictions remain limited
Gamban, a provider of self-exclusion software, has entered into a new partnership with Lewes FC, a semi-professional soccer club in East Sussex, England. The collaboration is set for the 2026/27 season and is designed to highlight ongoing concerns about gambling-related harm in soccer, particularly as advertising remains prevalent despite recent regulatory changes.
Focus on Player Protection
The partnership between Gamban and Lewes FC centers on promoting player safety and responsible gambling practices. Lewes FC has been active in advocating for stronger protections against gambling harm since 2019, including calls for tighter advertising restrictions in soccer. The club has consistently refused betting sponsorships on its main kit, positioning itself as an outlier in a sport where gambling brands remain highly visible.
Despite a ban on front-of-shirt gambling sponsorships in the Premier League, both Gamban and Lewes FC note that gambling advertising continues to dominate the sport through other channels, such as sleeve sponsorships and stadium placements. The partnership aims to provide practical resources for fans and players, including information about self-exclusion tools like Gamban’s app, which is designed by individuals with lived experience of gambling addiction.
Regulatory and Market Context
England has seen incremental changes in gambling advertising policy, but enforcement and scope remain limited. While the Premier League’s front-of-shirt ban was introduced to reduce the visibility of gambling brands, it does not extend to lower leagues or other forms of advertising. Lewes FC, which competes outside the Premier League, is still subject to certain sponsorship requirements, including mandated sleeve advertising. The club’s leadership has publicly criticized these partial measures as insufficient to address the scale of gambling exposure in soccer.
According to recent estimates, around 1.4 million adults in Britain are experiencing gambling problems. Gamban argues that the continued presence of gambling ads in sports environments contributes to this issue, and that voluntary self-exclusion tools are a necessary part of the broader consumer-protection landscape.
Industry Response and Next Steps
Representatives from both organizations have framed the partnership as a step toward greater accountability in the sport. Gamban’s co-founder, Matt Zarb-Cousin, has praised Lewes FC for refusing betting sponsorships and for supporting independent harm-reduction initiatives. Lewes FC director John Peel has described the timing as significant, given new advertising rules and the club’s ongoing obligations to display gambling ads on its kit.
Earlier in 2026, Gamban expanded its reach by partnering with the Michigan Gaming Control Board to offer self-exclusion services to players in the U.S. state. The company’s collaboration with Lewes FC marks a continued push to integrate responsible gambling tools into sports environments, though the effectiveness of such partnerships will depend on broader regulatory developments and industry adoption.
Self-exclusion is a voluntary process that allows individuals to block access to gambling sites and apps, either through operator programs or third-party tools like Gamban. While self-exclusion can be an important step for those seeking to control their gambling, it is most effective when combined with other consumer protections, such as advertising restrictions, deposit limits, and access to support services. The ongoing debate in England and other markets centers on how best to balance commercial interests with meaningful harm reduction for players and fans.
