Football

Football is where most British punters first compare prices, and its three-way match odds set the standard against which other markets are judged. This section sets out that standard.

Match odds are written as fractions, 11/4 or evens for example, or as decimals on exchanges and in many apps. Tipsters, futsal and markets labelled soccer share the section.

Advertising has two football-specific limits. The whistle-to-whistle code, which is industry practice and not law, keeps betting ads off television in the stretch from five minutes ahead of a live event to five minutes past its end, before 9pm. Separately, Premier League clubs agreed to take gambling sponsors off shirt fronts on matchday from 2026/27, with sleeves and hoardings excepted.

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