GambleAware—a UK watchdog advocacy group for problem gamblers—is challenging the high number of UK soccer teams that have “shirt” sponsorships with gambling firms.
The group warns that the sponsorships, along with advertising during matches, is “normalizing gambling for children” at a time when problem gambling is increasing.
“The amount and nature of gambling-related advertising and sponsorship serves to normalize gambling, particularly for children,” said Marc Etches, the chief executive of GambleAware in a press release. “The relationship between football and gambling is at a tipping point.”
Etches said he has met with the Football League and has requested direct discussions with the Football Association and the Premier League.
Gambling companies sponsoring Premier League shirts has risen from three, in 2013/14, to nine in 2018/19, according to the Telegraph newspaper. Also, 17 of the 24 clubs in the UK Championship Leagues have bookmakers as their shirt sponsors.
GambleAware launched a partnership with Crystal Palace, one of the clubs sponsored by a bookmaker, in April.
“We would like to see football clubs and sports groups showing a better balance and more commitment to promoting safer gambling to their players and fans in the stadium and those watching at home,” he said. “GambleAware would like to see football clubs, leagues, administrators, broadcasters and advertisers working with us to help ensure supporters and viewers understand the risks of gambling and know where to go for help if it is needed. Football clubs work closely with their local communities and they could work closely with us to reduce gambling-related harms in those communities.”
