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Marketing and Sponsorship

Football Shirt Advertising By Betting Companies Up Dramatically In U.K., Study Finds

Football shirt advertising by betting companies has risen "dramatically" since legislation was relaxed, "new research has found," according to the PA. Researchers found that 95% (75/79) of football shirt sponsorship deals with English clubs included in the study were struck since legislation was passed in '05. Before '05, "they could only find four shirt sponsorship deals between English clubs and gambling companies in their dataset." The researchers, from the University of Glasgow and Healthy Stadia, "warned that gambling is a public health issue with potential for harm" and called on U.K. legislators and governing bodies of sport to "urgently revisit the relationship between football and gambling industry sponsorship." The University of Glasgow's Chris Bunn said, "The number of gambling firms sponsoring the shirts of major football clubs has increased dramatically since legislation was relaxed in 2005. The intensification of the relationship between football and gambling advertising is highly likely to contribute to the normalization of gambling, or what some have called the 'gamblification' of sports" (PA, 1/18). In Edinburgh, Kevan Christie reported the findings are published in journal "Soccer & Society" in a report titled "Shirt Sponsorship by Gambling Companies in the English and Scottish Premier Leagues: global reach and public health concerns." Healthy Stadia Dir of Research Robin Ireland said, "We need to be clear that gambling is a public health issue with a significant burden of harm associated with it. The Gambling Commission estimate that the number of British adults with gambling problems is in excess of 400,000, with a further 2 million at risk of gambling-related harm" (SCOTSMAN, 1/18).

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