Gambling brands face ban meaning cheaper Front of Shirt sponsorships on the cards

The sponsorship market will radically change if gambling brands are banned from participating in English Premier League and English Championship, as the British Government reportedly now favours. Reports in recent days have claimed that ministers’ concern over gambling addiction is growing following the opening of a DCMS review of the Gambling Act in December, and that a ban on shirt sponsorship is a “likely” result.

Such a ban would drop the cost of shirt sponsorship deals with the eight Premier League clubs who currently have gambling brands on the front of their shirts by as much as 45%.
If the proposed ban is introduced similar to bans already in place in Italy (Serie A) and from the end of the current 2020/2021 season in Spain (La Liga), it is envisaged that new sponsors could enter the market, as happened at the height of the 2008-10 global financial crisis. Brands who may have been priced out by betting brands, or didn’t want to be associated with a market cluttered with betting may also suddenly emerge.
The eight English Premier League clubs and their sponsors are: Burnley (LoveBet), Crystal Palace (W88), Fulham (BetVictor), Leeds United (SBOTOP), Newcastle United (Fun88), Southampton (, West Ham United (Betway) and Wolverhampton Wanderers (ManBetX).
The twelve English Championship clubs and their sponsors are : Norwich City (Dafabet), Reading (Casumo), Watford (, Middlesbrough (32 Red), Bristol City (Mansion), Stoke City (bet365), Preston North End (32Red), QPR (The Football Index) , Coventry City (Boyle Sports) , Nottingham Forest (The Football Index) , Derby County (32 Red) , Birmingham City (Boyle Sports).
The next biggest main shirt sponsor category in the English Premier League is financial services, which accounts for four clubs’ deals, followed by airlines and online car retailers, each with two.
Large investments from overseas betting brands like Fun88 and LoveBet would be hard to replace in the first one or two years – particularly for those clubs outside the Premier League Top 6 and in the Championship, who have been reliant on this revenue source for some time.
Gambling brands are attracted to football sponsorship partly due to the size of the football gambling market. It’s the number one sport to bet on in the UK and internationally, so betting brands want and need authenticity and a connection to the game.

Another attraction is that a football shirt is an incredibly efficient way to reach international football fans, so the question is how many brands have this requirement.
The Advertising Association, which will be participating in the consultation, recently said in a statement: “Gambling advertising in Britain is subject to strict rules that already prohibit adverts which seek to create a sense of urgency about placing a bet, and prevent operators targeting marketing to self-excluded customers. Operators that fail to abide by these rules face sanction by the ASA and, in the case of repeat offenders, risk enforcement action by the Gambling Commission.”


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