The gambling industry has lost its luster as a sponsor for sports. In fact, three sectors have surpassed gambling as sponsors across soccer, rugby and cricket. A new study revealed that English sport sponsors have been cut by some 50 percent since 2019, according to SportsPro.com.
The study, by the firm Caytoo, said construction and engineering, automotive, and financial services have exceeded the gambling industry in the number of sponsors. Gambling’s percent of the market fell from 15.3 percent to 8.1 percent since 2019.
Construction and engineering represent 11.2 percent of the market. Automotive brands attract a 9.4 percent share and financial services, 8.5 percent. Soccer drove the decline, going from 32.7 percent to 15.2 percent.
The study arrived as the U.K. looks at whether to impose more burdens on sports when it comes to sponsorships.
“In addition to gambling’s drop, alcohol has seen the second biggest reduction in prevalence while environmental services and healthcare are among those with the biggest increases.” Alex Burmaster, Caytoo’s head of research and analysis, said.
Kia, the Emirates airline, and energy company Utilita topped the main sponsor numbers with four teams each. Utilita and online car retailer Cazoo, which partnered with Aston Villa and Everton last year, have seen the biggest increase in team sponsorships since 2019.
