A recent survey by YouGov has found that football fans in the UK are largely opposed to the sponsorship of football clubs and events by betting brands. According to the survey, 55% of football fans believe that the presence of betting brand logos on shirts and around football stadiums sends a message that gambling is a normal and acceptable part of the game, which is concerning given the potential harm that can result from gambling addiction.
Mobile betting apps rise in popularity amidst changing UK sponsorship laws
The survey also found that 63% of football fans believe that football clubs should not be allowed to have betting brands as their shirt sponsors. This sentiment is reflected in a recent move by the Premier League to ban shirt sponsorships by betting companies from the start of the 2024/25 season.
This move has been welcomed by many anti-gambling campaigners, who argue that the close association between football and betting brands can have a damaging effect on vulnerable individuals, particularly young people. According to the Gambling Commission, there are an estimated 500,000 problem gamblers in the UK, with many of them being young men who are more likely to be football fans.
However, the ban has been criticized by some football clubs and betting companies, who argue that it will harm the sport and limit their ability to advertise their services to potential customers. According to a recent article in iGaming Business, the ban is expected to cost betting companies up to £120 million in lost advertising revenue.
Despite this, some betting companies are focusing on alternative marketing strategies, such as sponsorship of other sports and events, and investment in mobile betting apps. Bet365, one of the most popular mobile betting apps in the UK, has received praise for its user-friendly interface, vast selection of betting options, and fast and secure payment methods, as noted in a review of the Bet365 mobile app on BettingInstitute.co.uk.
As the mobile betting market continues to grow in the UK, betting companies are likely to continue exploring new ways to reach potential customers, while also addressing concerns around problem gambling and promoting responsible gambling practices.
In conclusion, the debate around the sponsorship of football clubs and events by betting brands continues to be a contentious issue, with concerns around the potential harm that can result from gambling addiction.
The ban on shirt sponsorships by betting companies in the Premier League is one step towards addressing these concerns, but it remains to be seen how effective it will be in promoting responsible gambling practices. Nonetheless, the mobile betting market in the UK is expected to continue its rapid growth, offering greater convenience and choice to sports fans than ever before.