Britain's big bookmakers have agreed to end advertising during live sport on TV, amid concerns about children being exposed to gambling.
Football broadcasters will take a huge financial hit, with betting having accounted for almost one in five adverts during the World Cup. But Premier League clubs could benefit, according to one top-flight commercial director.
‘This potentially makes advertising at matches more valuable,’ the club official told Sportsmail.
All but one of the 20 Premier League clubs have a gambling partner and deals can be worth up to £20million a year.