Nigel Adams, the U.K. Minister for Sports and Digital, indicated that football’s link to betting addiction will form a key part of the government’s review of the 2005 Gambling Act.
Interviewed by BBC Sport, Adams detailed concerns on football being ‘too dependent’ on gambling sponsorships. He spoke to Football Association Chief Executive Mark Bullingham after criticism for allowing association Cup matches to be streamed on bookmaker websites as part of a third-party media agreement.
The ministry said gambling sponsorships will be reviewed by the government evaluating whether to categorize betting in the same criteria as tobacco, thus prohibiting all forms of club sponsorship and marketing.
“It’s right that in the new review of the Gambling Act, we will look at all these issues,” Adams told BBC Sport. “I’m sure the link between gambling and football will form part of the review.”
Of particular concern is whether betting sponsorships have normalized gambling among younger fans, as half of all Premier League clubs carry a betting sponsor on their match-day shirts. The English Football League is title sponsored by Sky Bet.
During the 2019-2020 football season, all listed U.K. betting firms revised their sponsorship portfolios to promote responsible gambling and social responsibility directives.
As part of its “Bettor Commitment” mandate, GVC Holdings will donate all active sponsorships to U.K. charities, no longer participating in sponsorships as a marketing discipline. Sky Bet has reconfigured its EFL sponsorship by enforcing all 72 competing clubs to promote responsible gambling across their match-day shirts and stadia, in addition to investing £1 million (US$1.3 million) towards the education of gambling harms.
A new review of the Gambling Act will be undertaken as the Conservative government vows to make Britain the safest place to be online, a commitment pledged during last December’s General Election campaign.
