Dear reader,

It’s the start of a new football season. And you know what that means: misplaced optimism, record signings that will be shipped out on loan by January and … expensive replica shirts plastered with logos for gambling companies, online casinos and crypto firms.

This season, 11 out of 20 teams in the Premier League will have betting firms as their main front-of-shirt sponsor.

You’ll catch every moment of the season – from wonder goals to VAR shockers – in the Guardian’s football coverage, but what you won’t catch anywhere on our website, app, newspaper, newsletters or podcasts is a gambling ad.

Having reported extensively on the harms caused by gambling addiction, the Guardian announced a worldwide ban on betting advertisement in June 2023. We remain the only major media organisation to have taken this step.

It’s a move that has cost us money, but we believe it was the correct one.

And we know we have the backing of our readers. Our coverage is open to all as we know not everyone can afford to pay for news. But if you enjoy our sports coverage, you can help us produce more of it for less than the cost of a half-time pie.

Support the Guardian’s incisive, independent and fearless journalism from £4 a month, or make a single one-off payment of any amount.