This article discusses a marketing campaign, ‘Save our Shirt’, by Paddy Power, one of the largest gambling companies in the United Kingdom. Paddy Power paid for the right to sponsor matchday shirts of five football clubs and for the right for its name and logo to appear on replica shirts sold by the clubs. But Paddy Power did not use this right. The clubs’ shirts did not feature Paddy Power’s name or logo. Gamblification of sports employs cultural values/signifiers of gambling. The football shirt carries signifiers of gambling (e.g., sponsors’ logos). Even when the football shirt does not include a sponsor’s logo, fans know that a logo ‘should’ be there. Fans are also aware of the commercial link to gambling. This article argues that policy makers need to consider substantial changes (beyond removing logos from shirts) to alter the relationship between sports and gambling.
