Kit & Advertising
Sponsorship & Commercial Rules
Regulations govern what advertising and sponsorship can appear on player kits, ensuring appropriateness and compliance with broadcasting requirements. These rules protect the integrity of the game and ensure commercial partnerships align with football's values.
Key Points
- Designated areas for sponsor placement on shirts
- Size restrictions on logos and text
- Prohibited sponsor categories (gambling restrictions in certain contexts)
- Sleeve sponsor regulations
- Training kit and equipment rules
- Match official kit requirements
- Competition badge placement rules
Penalties
Non-compliant kits can result in fines, requirements to modify commercial arrangements, and potential match day issues. Clubs must submit kit designs for approval before the start of each season.
Detailed Information
Kit and Advertising Regulations specify the permitted commercial use of player apparel:
1. Front of Shirt
Primary sponsor placement with maximum size specifications. The logo must fit within defined dimensions and not interfere with player numbers or other mandatory elements.
2. Sleeve Sponsor
Additional sponsor permitted on the sleeve with specific placement and size limits. This was introduced to provide additional commercial opportunities while maintaining kit aesthetics.
3. Back of Shirt
Player name and number requirements must be followed. Sponsor placement on the back is also regulated.
4. Shorts and Socks
Manufacturer logos and competition badges have specific placement requirements.
5. Prohibited Categories
Restrictions exist on gambling, alcohol, and age-restricted products in certain competitions and youth football.
Gambling Advertising Restrictions
- Front-of-shirt gambling sponsorship phased out in Premier League
- Restrictions on gambling advertising during live broadcasts
- Youth team kits cannot display gambling sponsors
- Replica kits sold to children may have different sponsor requirements
- Advertising must comply with ASA and Gambling Commission guidelines
Kit Approval Process
- Clubs must submit kit designs before the season starts
- Home and away kits must be sufficiently distinct
- Goalkeeper kits must be different from outfield players
- Changes during the season require approval
- Third kits and special edition kits also need approval
Source
The FA Kit and Advertising Regulations
Last Updated: 2024-25 Season