New figures have revealed that football clubs across the UK are getting rid of their sponsorship agreements with gambling and drinks companies over increased criticism of these partnerships and the fears that the Government could suspend betting logos on their shirts.
According to industry data, the share of the sports sponsorship market held by gambling operators was reduced almost by one-half from 15.3% to 8.1% over the past couple of years. The aforementioned reduction has been almost fully provoked by the fact that football clubs have been scrapping their sponsorship agreements with betting companies.
In a situation almost identical to the one from about a decade ago, when gambling companies took over alcohol brands as main sponsors of professional football clubs, now construction and engineering companies are taking over the sponsorship deals, with their share rising to 11.2%. Automotive businesses and financial service companies have also seen an increase in their share of the sports sponsorship market, to 9.4% and 8.5%, respectively.
As mentioned above, gambling firms have not been the only ones that have seen their sponsorship agreements with professional football clubs axed. Alcohol brands have also been ditched amid increased calls by UK health experts. Their share of the sports sponsorship market was reduced from 6.1% to 3.1%.
Ongoing Government’s Review of the UK Gambling Sector Could Bring Serious Changes
The major change in the British football clubs’ sponsorship agreements comes at a time when the UK Government is reviewing the gambling laws and the sector and is considering a possible ban on sponsorship deals with professional sports clubs. If such a ban is adopted, gambling operators would no longer be permitted to display their logos on football club kits.
The newest data on the matter has been provided by the sponsorship intelligence firm caytoo, which held a survey to analyse the single main sponsor of a total of 221 football teams. The dead of research and analysis at caytoo, Alex Burmaster, explained that the change in the sports sponsorships had been driven by the increasing demand for professional sports to demonstrate social responsibilities when it comes to their fans and entire communities. Mr Burmaster further noted that alcohol brands had seen the second-largest reduction in prevalence, while healthcare and environmental services had been among the ones with the largest increase.
As Casino Guardian previously reported, other measures regarding the country’s gambling sector have also been under consideration by the Government, including the adoption of online betting stakes’ cap and more thorough checks on whether players can actually afford their losses. Furthermore, new games could be tested for addictiveness before they are officially rolled out in the country. The establishment of a special figure of a consumer ombudsman has also been considered as part of the latest Government’s review into the sector.
- Author
Olivia Cole
