The Rise of Gambling Sponsors in English Football
Gambling industry has made a powerful sponsorship deal with soccer clubs. This article focuses on the history of the relationship between betting and casino agencies and the clubs involved. It also looks at the risks associated with the sponsorship deals.
The rise of gambling sponsorships in English football can be traced back to 1992. Stoke City was the first club to be sponsored by Betting and Racing Exchange. By the late 90s, several clubs had a partner in the gaming businesses.
The link between gaming agencies and football clubs has become successful thanks to the huge acceptance by fans. Some argue that the deals are immoral, especially in light of the potential ban on gambling ads on football shirts. However, some clubs are moving to stop the branding of front-shirts, while others, like Chelsea, Arsenal, Liverpool, etc., are still heavily backed by brands. Major League Soccer in the USA accepts deals with different gambling companies, including casino operators. The association wants to include many people from different walks of life. They want to make a unique atmosphere at the stadium.
Clubs do not declare how much they receive as part of the proceeds from their sponsorship deals. The amount is estimated to be around £90 million annually. This amount could be attributed to how individual gamblers and companies invest in smaller clubs.
There are many reasons why a team will accept gambling and casino sponsorship with the relevant brand.
Gambling businesses are involved in corporate responsibility and social projects. iGaming brands offer to build additional public spaces inside and around stadiums. EPL teams have benefitted from jersey sponsorships by betting businesses.
The iGaming industry accounts for 9.2% of total shirt partners for the EPL. Automotive is at 10.5%. The clubs should consider a clause in the contract that protects them from future lawsuits or public embarrassment.
There is no clear statement regarding the future of gambling sponsorship in the English Premier League. Currently, sponsorships from gambling companies have become a huge source of income for clubs. It gives teams a chance to sign on top players, which boosts revenue. Football is a significant export of the UK.
