Betting sponsorship: sport’s next financial crisis
Football and darts will be hit hard by shake up of gambling advertising laws
Britain’s sports industry - already on its knees due to the impact caused by the Covid-19 pandemic - is bracing for another financial crisis.
In what is described by The Sunday Times as the “biggest shake-up of advertising in professional sport since tobacco promotion was outlawed”, the paper reports that gambling logos are set to be banned from all kits.
Football is one of the biggest beneficiaries of sponsorship by gambling companies with £110m a year alone generated for clubs in the Premier League and English Football League (EFL) Championship.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
In the Premier League, eight of the 20 clubs are sponsored by betting firms - Burnley, Crystal Palace, Fulham, Leeds, Newcastle, Southampton, West Ham and Wolves - while in the Championship, which is title sponsored by SkyBet, it’s 12 clubs.
It’s not just football finances that will be affected. Sports such as darts, snooker and boxing will also be dealt a blow if the ban comes into play.
Every player in the top ten of the Professional Darts Corporation wears gambling logos during big tournaments, the Sunday Times reports. While in snooker, many top players, including Ronnie O’Sullivan, wear waistcoats which feature the logos of betting sites.
When would the ban start?
A huge rise in “problem gamblers” has led to the review of Britain’s gambling laws and the advertising that surrounds the sector. According to The Telegraph there is a “rising unease” in the government over betting addiction and Prime Minister Boris Johnson is “increasingly likely” to ban gambling sponsors on football shirts by the autumn.
In what would be the most extensive review of the sector since 2005, sources close to talks with Downing Street say there is “determination at the top” of the government to “press ahead with reform”.
In August 2017 a study by the Gambling Commission found that 430,000 people in the UK were described as “problem gamblers” and there were concerns that the volume of TV adverts helped to fuel under-age betting.
Research published in May last year suggested that levels of gambling addiction could be “even higher than was previously thought and half of those with a problem are not getting the help they need”. A YouGov survey of 16,000 people commissioned by GambleAware estimated that up to 2.7% of adults in Britain were “problem gamblers”.
‘Worst possible timing’
With sports seeking alternative revenue streams amid the Covid-19 crisis, senior Whitehall figures say they are conscious of “the worst possible timing” of the review into gambling advertising.
Clubs face “unprecedented financial chaos”, the Telegraph says, but according to campaigners the British public want to see a shake-up of laws. A Survation poll for Clean Up Gambling found that 51% back the banning of all advertising, sponsorship and promotion for gambling firms. Just 21% disagreed while the rest gave no opinion either way.
Campaigning Labour MP Carolyn Harris told the Daily Mirror a blanket ban on sports sponsorship by gambling firms has “got to happen”. She has also urged the government to go further, with further affordability checks and a complete end to newly-reformed “VIP schemes”.
Harris said: “It’s such a wide-ranging issue they can’t just put a sticking plaster on one thing and hope the rest will go away.”
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Mike Starling is the former digital features editor at The Week. He started his career in 2001 in Gloucestershire as a sports reporter and sub-editor and has held various roles as a writer and editor at news, travel and B2B publications. He has spoken at a number of sports business conferences and also worked as a consultant creating sports travel content for tourism boards. International experience includes spells living and working in Dubai, UAE; Brisbane, Australia; and Beirut, Lebanon.
-
The Onion is having a very ironic laugh with Infowars
The Explainer The satirical newspaper is purchasing the controversial website out of bankruptcy
By Justin Klawans, The Week US Published
-
'Rahmbo, back from Japan, will be looking for a job? Really?'
Instant Opinion Opinion, comment and editorials of the day
By Justin Klawans, The Week US Published
-
What's next for electric vehicles under Trump?
Today's Big Question And what does that mean for Tesla's Elon Musk?
By Joel Mathis, The Week US Published
-
Major League Baseball is facing an epidemic of pitcher's injuries
Under the Radar Many insiders are blaming the pitch clock for the rise in injuries — but the league is not so sure
By Justin Klawans, The Week US Published
-
The Premier League's spending cap: levelling the playing field?
Talking Point Top clubs oppose plans to link spending to income of lowest-earning club, but rule could prevent success gap from widening
By Harriet Marsden, The Week UK Published
-
The cost-benefit analysis of hosting the Olympics
In Depth Hosting an Olympic Games may not be as economically beneficial as you would think
By Justin Klawans, The Week US Published
-
Can MLB solve its uniform crisis?
Today's Big Question See-through pants and sweat stains draw derision from players and fans alike
By Joel Mathis, The Week US Published
-
Is legalized betting hurting sports?
Today's Big Question A 'building avalanche of gambling scandals' threatens competition
By Joel Mathis, The Week US Published
-
Is this the year women take over March Madness?
Today's Big Question Caitlin Clark, Angel Reese and other stars make the women's game more popular than ever
By Joel Mathis, The Week US Published
-
The NFL's concussion settlement has seemingly failed its players
Under the Radar The league promised to pay players who had suffered brain trauma. Allegedly, it has not happened.
By Justin Klawans, The Week US Published
-
College football has a major controversy. Will Congress get involved?
Talking Point Why Florida State was left out of the College Football Playoff
By Joel Mathis, The Week US Published