Gambling Brands Are The Most Common Football Shirt Sponsors
A new report conducted by European analysts has revealed that gambling firms are the most common sponsorship for the continents elite football teams. The report has broken down many data variables and concluded that almost 18% of sides are sponsored by a gambling firm in Europe’s top six leagues. This figure far outweighs any other industry, the second largest is airline companies such as Emirates and Etihad. For years the debate over gambling sponsorship has confused the media and spectators alike, here we will break down the consequences, and takeaways of the report in question.
The European Union has released a report indicating gambling sponsorship has become the most common form of shirt advertising in Europe’s top six leagues. Sides from the Premier League, Bundesliga, LaLiga, Serie A and Ligue 1 are all contributing to the figures in question, and many are wondering what the consequences of this information are. ©Dusan_Cvetanovic/Pixabay
Gambling brands have become the most prevalent form of advertising in connection to football teams. While this is centered around European sides, it is also common in China and the US for online sportsbooks to sponsor football teams, among other competitive sports. This is often the case because of the large sums online sportsbooks are willing to pay to display their brand on football shirts. Sponsors can become iconic much like the Bwin logo on Real Madrid’s kit or Emirates on an Arsenal shirt.
18% is a staggering amount of clubs accepting gambling sponsorships, and the money involved is often astronomical. It’s easy to understand why so many clubs are willing to take an agreement with a betting firm because of the immense increase in investment. To coincide with the new ownership, Manchester City organized a deal with Etihad for the stadium’s naming rights, which netted them close to $150million that season and has earned them almost a billion dollars since then. The money is truly the biggest draw in for sides across Europe.
Chinese betting firms have become immensely common in Europe’s top six leagues, a handful of Spanish sides, including Valencia, Athletic Bilbao, Elche and Villarreal, are all sponsored by a foreign gambling company. Several ethical issues have arisen with the latest situation as many argue that the football clubs shouldn’t accept these deals and should instead remain neutral. Considered as pillars of the community, many supporters believe football clubs should consider the fans before making an executive decision relating to betting sponsorship. Fans are due to hold an independent forum to discuss the latest wave of foreign sportsbook investment.
The European footballing body, UEFA, has addressed the situation many times and has yet to introduce any restrictive measures to prevent foreign betting companies from sponsoring football sides. The French government conducted an advertising review to determine the effect gambling advertising had on spectators during the course of last summer’s European Championships. Football fans across the world are divided on the issue; many believe that governments and organizations should place further restrictions on gambling sponsorships to protect vulnerable spectators such as children. An independent inquiry is underway to determine the impact of gambling advertising during last season’s Champions League tournament.
How Will Football Clubs Respond?
Despite the mounting pressure from numerous spectators, football clubs are continuously accepting more and more betting sponsorship agreements, mostly for financial gain. As previously mentioned, online sportsbooks often pay large amounts of money to display their brand on the clubs’ merchandise and property. Therefore, the privilege will net the company increased amounts of consumer traffic and, in return, greater profits through online gambling. Football clubs will most likely continue to utilize betting sponsorship for a large amount of investment and considering the amount of money lost during the pandemic, it’s easy to understand why.
For example, FC Barcelona is in extreme financial disarray after the pandemic drastically reduced their matchday and broadcasting income. They are partnered with several online betting firms, and these are some of the most profitable sponsorships they have access to. The potential for teams to completely turn around the trajectory of the club can land with online gambling firms. It is unlikely that UEFA will introduce any strict measures to prevent sides from doing so but in the coming months, expect to see much more discussion around the topic, involving board members and football fans alike.
