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Premier League’s Gambling Sponsor Phase-Out: Revenue vs. Responsibility

July 2, 2024 World iGaming & GamblingSports

Premier League clubs decided last April to phase out front-of-shirt gambling sponsors by the end of the 2025–26 season, aligning with the UK government gambling legislation review. Gambling’s significant revenue contribution to football, especially for smaller clubs, underscores its embedded role. Initial estimates valued gambling sponsorships at £52m ($65.73m).

However, concerns are rising. A Football Supporters’ Association survey showed that three-quarters of fans worry about gambling advertising’s pervasive presence in football, particularly its influence on vulnerable individuals. GambleAware advocates stricter regulations, including bans on gambling ads at sports events and health warnings on all gambling ads.

While the Premier League’s upcoming ban aims to reduce gambling exposure, recent months have seen clubs pursuing short-term front-of-shirt deals before the ban takes effect. Post-2025/26, gambling firms can still advertise on shirt sleeves, albeit less prominently. Despite increasing partnerships between gambling firms and clubs like BetMGM with Newcastle United and Wolverhampton Wanderers, the move towards responsible gambling remains crucial.

Addressing concerns about underage exposure, some clubs, like Sunderland AFC, have opted to offer adult home shirts without gambling branding, illustrating a step towards responsible advertising practices in football. As gambling and football’s symbiotic relationship evolves, responsible practices could foster greater trust and sustainability across all stakeholders.

Original Story by: Gambling Insider

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