The United Kingdom (UK) has been battling a significant increase in problem gambling numbers for the last few years. The UK government along with UK Gambling Commission have taken a number of steps in the last 24 months to curb problem gambling numbers.
Some of the significant steps include reducing the minimum stake for fixed odds betting terminals (FOBTs) from £100 to £2; introducing stringent penalties for iGaming operators who breach gaming regulations and limiting the amount of gambling advertisements showcased during prime time.
Football is the biggest sport in the UK and the Premier League has a massive following 24 clubs battling it out each year to be crowned champions. A recent report showed that more than half of these clubs have secured a shirt sponsorship with a gambling company. Gambling operators will generate a combined £349 million for the 2019-2020 season which is a 10 percent increase when compared to the previous season which generated £315 million.
During the 2018-2019 season, nine of the top Premier League clubs were sponsored by a gambling company and that number has gone up to 10 for this season. As many as 17 out of the 24 clubs will display a gambling logo on their jersey during this season.
Given that football has such a massive reach in the UK and that a huge demographic is young people, the UKGC must address this problem as these gambling brands will be viewed by millions of Brits throughout the Premier League.
Some of the top Premier League clubs that have secured a gambling shirt sponsorship include: Everton who is sponsored by Kenya’s SportPesa; Crystal Palace sponsored by Malta based ManBetX; Aston Villa sponsored by Thailand’s W88; Newcastle sponsored by China’s Fun88 and West Ham which is sponsored by Betway.
Gambling opponents question the logic of imposing a ban on gambling operators preventing them from showing ads during football matches but allowing them to boldly display the logos of gambling operators on their shirts.
Some of the top UK gambling brands such as Paddy Power Betfair and GVC Holdings which owns Ladbrokes have chosen to stop sponsoring Premier League clubs in order to address the growing concerns of problem gambling. These gaming companies have called on UK regulators to impose regulations that will prevent other gaming operators from sponsoring Premier League clubs.
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