Almost 60% of the soccer teams in England’s top two divisions are preparing to sport gambling-related advertising in the upcoming season. Nine of the 20 Premier League teams and 17 of the 24 Champions League teams will all have sponsorships by gambling companies, an issue that some have called “disturbing” and “worrying.” While the UK has seen actions to 
deter gambling-related advertising, it hasn’t had much impact on sports sponsorships.
Sky Bet, the gambling arm of Sky Betting & Gaming (which, by the way, is owned by The Stars Group, owner of PokerStars), sponsors all three English Football League (EFL) divisions. However, it has an extended presence in the Championship, which is of great concern to charities in the UK that deal with gambling addiction.
Professor Jim Orford, representing Gambling Watch UK, said, “This is worrying. There is evidence that gambling is becoming ever more normalised, particularly among young people, so that increasingly betting is seen as part and parcel of following and supporting one’s favourite sport or team.”
The UK Gambling Commission recently published a report, in which it indicated that there are around 430,000 adults in the UK that have gambling problems. It further stated that 2 million more are at risk of developing gambling problems.
Orford feels that the link between the gambling industry and soccer is problematic because it becomes inescapable. He believes that there exists a “grey area” between social media gambling, which is generally free, and “real gambling” for money.
GambleAware CEO Marc Etches said, “I think we are at a tipping point in terms of the relationship between professional sports and gambling. We have a generation of fans who believe you have to bet on football to enjoy it and that is disturbing and concerning. The time is now for a much-needed debate about how we do this. Watching football and having a bet is becoming normalised but we’re not talking about it.”
The EFL, for its part, said that sponsorship deals with gambling outfits “make a significant contribution to the ongoing financial sustainability of professional football at all levels.” It added, however, that it is working with companies such as Sky Bet to ensure a “socially responsible” relationship. It is also involved in a campaign to have players across all three divisions wear new sleeve badges to promote responsible gambling.
