Controversy as Premier League Clubs Agree New Shirt Sponsorship Deals with Betting Companies
Recent announcements by three Premier League clubs that they have signed shirt sponsorship deals with betting companies have been met with concerns. These concerns have been raised by groups and individuals that are worried about the mental health effects of gambling.
The sponsorship deals signed by Burnley with W88, Fulham with SBOTOP, and Aston Villa with BK8, have happened despite the agreement by Premier League clubs that they would cease front-of-shirt gambling firm sponsorship by the 2025-26 season. This agreement makes Aston Villa’s deal with BK8 especially concerning as it’s for three years, whereas the other deals signed are for one year. Although the precise terms of the sponsorship deals are unknown, so they may involve other types of advertising, such as other forms of kit branding and in-ground advertising.
Big Step Group calls for action
Despite the lack of clarity regarding the deals; they are causing concern with organisations such as the Big Step Group. This organisation wants all forms of gambling sponsorship in football stopped. It recently stated that “Football can’t be trusted on gambling, and the government must now step in to end these deals.”
Groups like Big Step believe that betting advertising in sports can lead to gambling addiction and mental health issues when people are vulnerable. So, they want the UK government to take more action in this area. However, there seems to be little chance that this will happen, given that sponsorship is not one of the recommendations featured in the government’s gambling review, which resulted in the publishing of a white paper.
Recommendations featured in the white paper include limiting the maximum wager per spin for online slot machines and introducing more stringent player protection checks. Football sponsorship by betting brands is not mentioned. It’s important to note that any new measures will not extend to websites that are not under the regulation of the UKGC and are not affiliated with the GAMSTOP scheme that exists in the UK.
The views of the clubs involved
The teams that have chosen to sign sponsorship deals with betting firms state that the deals are essential to their future success. Fulham released a statement to say the club’s deal with SBOTOP will help it to remain competitive in the Premier League. A spokesperson for Burnley also referred to competitiveness when justifying the club’s decision to accept gambling-related sponsorship.
Of course, sponsorship from gambling firms is nothing new in the Premier League. Last season, eight clubs had gambling companies on the front of their shirts. However, the tide may be starting to turn, despite the recent sponsorship announcements. The agreement regarding the removal of front-of-shirt sponsorship by the 2025-26 season is still in place, and there has recently been some negative feedback from fans on the subject.
When Chelsea attempted to secure a sponsorship deal with Stake.com, the Chelsea Supporters Trust expressed its concerns. The supporters were not keen for the club to be connected with gambling sponsorship. As a result, Chelsea withdrew its interest in the deal and is currently without shirt sponsorship for the coming season. It seems that the link between betting firm sponsorship and the Premier League is weaker than it was, but given the recent deals, there is still a long way to go before the link is severed altogether.
