Self-exclusion software provider Gamban has signed a sponsorship agreement with Lewes Football Club for the 2026/27 season. Lewes, a fan-owned semi-professional club in the Isthmian League Premier Division, has campaigned against gambling advertising in football since 2019.
The club has called for action from governing bodies and tighter restrictions around betting sponsorship. “The majority of football kits are covered in gambling sponsorships, while betting adverts are almost impossible to avoid in and around stadiums,” Gamban said.
“We’re excited to be working with a club that shares our belief that football can do things differently.”
Deal arrives as new front-of-shirt restrictions take effect
Lewes director John Peel said the timing was significant as new sponsorship rules begin higher up the football pyramid. “It is timely on our part given the introduction of the new tokenistic rules on front-of-shirt advertising coming in higher up the football pyramid.
“And also, our own circumstances, whereby we are mandated to carry gambling advertising on the other sleeve of our shirt.”
Peel was referring to Pitching In’s sponsorship of the Isthmian League, Northern Premier League and Southern League, collectively known as the Trident Leagues. Its logo appears on shirt sleeves under the agreement.
Gamban says Lewes is setting a different example
Gamban co-founder Matt Zarb-Cousin said: “We are delighted to partner with Lewes FC, which has been leading by example in refusing betting sponsorship and calling for an end to gambling ads in football.
“Sports betting is a gateway to the highly addictive online slots and casino, which has created an epidemic of mental ill health and financial harm in Britain. Millions of people are now addicted and at-risk, while the gambling industry posts record profits. Lewes FC should be commended for platforming Gamban as an antidote.”
Gamban previously partnered with Danish esports team ECSTATIC in September last year.
The partnership gives Gamban a strong platform because Lewes has built credibility around challenging gambling’s role in football. The value will come from turning its stance into practical awareness and player-protection messaging instead of letting the sponsorship promote problem gambling.
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