From shirt sponsorship to advertising boards on the pitch, bookies have become one of the biggest sponsors of English football. But what effect does it have on the sport and its supporters?
If you’ve watched a Premier League match recently, chances are you’ve seen the name of a gambling company splashed across a shirt or flashing from an LED board around the pitch. It’s no longer just the occasional bookmaker sponsoring a team; online casino operators are now heavily involved in football, using the sport’s global stage to showcase their brands. For fans of sport, it is well nigh impossible these days to attend a game without being reminded of the connection between gambling and sport.
The online casino boom has been one of the biggest developments in the history of gambling in the past decade, and football has been one of their best-loved playgrounds. But how rooted is this relationship, and why do online casino businesses want to be so closely aligned with the beautiful game?
Why football?
The analogy between football and online gambling is easily recognised. Both thrive on drama, suspense and a touch of jeopardy. Gambling has long been a tradition in British football, with spectators gathering around bookmakers at kick-off or half-time. Online casinos have adopted the tradition and expanded it, catering to supporters with everything from sports betting software to interactive gambling websites.
The growth of online sites now has casinos offering more than just the traditional slots or roulette wheel. Most promote many choices, including table games and live dealer action. One behemoth site even touts its live casino in the UK experience that is designed to replicate the thrill of gambling in a true casino but without leaving your house. They seek to position themselves as entertainment firms, and football, with its enthusiastic audience and open media coverage, is the ideal companion.
The sponsorship boom
Sponsorship of football is never about being seen or seeing, and there’s no bigger shop window than England football. The Premier League has billions of homes watching it around the world, and even clubs in Championship and League One have massive viewing numbers.
Online casino operators spotted the opportunity early. Over the past 10 years, we’ve seen a huge shift from local industries and traditional sponsors to gambling firms, many of them based overseas but targeting the UK market. Shirt sponsorships are the clearest example. Clubs such as West Ham, Newcastle and Aston Villa have all had gambling firms on their kits in recent years, while pitch-side advertising boards are dominated by colourful casino logos.
These sponsorships do not cost themselves. For clubs, they’re a reliable stream of revenue in an intensely competitive universe where TV revenue and prize money are gold. For online casinos, they’re a chance to access committed fans who watch hours a week of their team.
Players, partnerships and tournaments
Clubs themselves are not the only ones benefiting from the association, either. Operators of casinos online are finding new ways to link themselves with the game. Some sponsor individual players, often up-and-coming talent or marketing-savvy footballers with thousands of fans on the internet. Others spend money on the whole event, seeking to reach fans beyond the normal matchday atmosphere.
For example, pre-season tournaments and low-key contests may have casino branding, providing operators with a beachhead in areas where they can be more assertive. Sponsorships go beyond shirts and hoardings; some companies operate standalone fan competitions, hosting VIP matchday experiences or even training-ground tours as part of their offer.
This convergence of football and gambling blurs the difference between fanhood and gambling, and questions arise regarding how far these operators can influence the game.
The debate over gambling in football
Naturally, not everybody is hailing this new romance. There are critics who argue that football is now too reliant on gambling revenue, with vulnerable fans exposed to continuous promotion. The government has moved already, with tougher regulations on advertising and sponsorship deals on the cards. In fact, Premier League clubs have reached an agreement on the removal of gambling firms as front-of-shirt sponsors from 2026, although sponsorship on the pitch and on training kit will still be allowed.
The case is one of balance. When clubs are profitable, there is the question of what message it leaves for young supporters and for those susceptible to problem gambling. Campaign groups have been vocal and urging football to steer clear of the industry altogether.
Fans caught in the middle
For the fans, it’s a mixed bag. Some brush it off as part of the new game, not any worse than airlines or breweries backing clubs. Some others dislike the huge amount of gambling brands filling matchdays. Most fans are worried their club may be dependant on deals that may one day be banned and create a void in the finances.
While there are real supporters who enjoy the additional entertainment that gambling provides; competitions, giveaways and offers tied into their club can be an important part of matchday. The issue is complicated, and it’s why it creates so much heated argument.
What does the future hold?
Football and casinos have become inseparable in the UK, sponsorship deciding the image and style of the game today. Shirt sponsorships to tournament sponsorships, gambling operators see football as the best platform to promote their sites. For the clubs, money is not as hard to turn down.
But with increased pressure and more stringent control, the future of this marriage is uncertain. Casino logos will soon be fewer on jerseys, but the link between the sport and gambling will not disappear overnight.
