The truth about football clubs is that they don’t earn their money exclusively by trading players. That is why so many kits and stadiums have logos representing strong brands. Now, it appears that brands like Pepsi and Nike have to make room for brands dealing with gambling. It is only a matter of time before we see some of our favourite football clubs wear kits advertising the Genting bonus or some other betting brand. As it turns out, there are quite a few football clubs being sponsored by betting brands.
Football is not only the most popular sport in the UK, but it is also followed closely by audiences everywhere. In 2018, roughly half of the world followed football matches – some for entertainment, some for support of their own team and city, and some for the bets. Such a large audience also presents a large potential client base, so it is only natural that betting brands get in on the action. The gambling industry is quite lucrative and it wants to cash in on this tremendous marketing opportunity.
What Is the Problem?
Football is not watched exclusively by adults. In many parts of the world, it is a rite of passage for children to learn the names of players and follow the colours and creed of their local club, as well as being able to discuss some of the finest and most memorable events in football’s history. That way, they follow tradition and honour the local community.
Consider the effect of advertisements. Seeing a betting brand over and over on kits presents a concern to some who fear it might normalize the notion of gambling and presenting it in a way that makes it seem like an adult thing to do, as was often the case with tobacco companies and is still the case with liquor.
This in itself would not be an issue if the UK didn’t have a gambling problem. In 2016, the British Gambling Commission issued a report stating that a concerning percentage of children and teens aged 11-15 were gambling. The perception of gambling by the young people in the research suggests that they saw it as either profitable, fun, or exciting.
Gambling goes hand-in-hand with sports and culture. As we’ve mentioned before, the football culture in England is a lot more than just about a ball and 22 people going after it. The issue here is that the concept of gambling is introduced to Britons at a very young age and gambling responsibly might not be as easily done as one could expect. It certainly doesn’t help that there are betting brands that are sponsoring football teams.
How Many Teams In the Premier League Are Sponsored by Betting Brands?
The real question is: How many are not? The answer is three: Brighton & Hove Albion, Sheffield United, and Southampton FC. Manchester United, Manchester City, Leicester, Arsenal, Chelsea, Liverpool… all of them have betting brands as sponsors, though the ones listed here will most likely not have them on their shirts.