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Marketing and Sponsorship

Betting Operators Back Pre-Watershed Television Ban On Gambling Advertisements

Four of the U.K.'s leading betting operators will on Wednesday "introduce a voluntary ban on advertising free bets and free money on TV before 9pm," according to Roger Blitz of the FINANCIAL TIMES. William Hill, Ladbrokes, Paddy Power and Coral "hope the ban will allay public concerns about the impact of aggressively-pitched gambling ads on young people watching live football." But the ban is "unlikely to satisfy the Premier League," which worries about the extent to which betting has become “part and parcel” of watching live football on TV, according to one insider. The FA "is monitoring the impact of the ban on TV advertising around live football." Betting operators "throw vast resources at marketing and TV advertising around live games." According to Davy Research, marketing spending in the first half of the year rose 15% "as operators sought to capitalise on the World Cup." Free bets, "which drive new customer sign-ups, rose by two-thirds." The issue "is a delicate one for the Premier League." While the league "has deliberately avoided having a betting company as one of its sponsors, several clubs have individual deals." While betting operators "are aware of football’s image concerns, some suspect the game’s bodies are using the advertising issue as leverage in their campaign for a right to levy a fee on football bets, which operators strongly oppose" (FT, 9/30).

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