Multiple groups are calling for a ban on gambling sponsorship in British football, including a House of Lords Select Committee and the All Party Parliamentary Group on Gambling Related Harm.
The Football League has previously criticized these proposals, noting that a ban would cut off a major source of income for its member clubs.
The league argues that the funding provided by sponsors in the betting and gaming industry is of major importance to Football League clubs, especially considering the financial struggles many clubs are facing due to the Covid-19 pandemic.
The EFL explains, “With over £40m a season paid by the sector to the league and its clubs, the significant contribution betting companies make to the ongoing financial sustainability of professional football at all levels is as important now as it has ever been, particularly given the ongoing impact of the Covid-19 pandemic which is leaving many of our clubs living on a financial knife edge.”
The Football League suggests that instead of a blanket ban on gambling sponsorship, a “collaborative, evidence-based approach” would be more beneficial.
They also highlight the work done through their sponsorship deal with Flutter brand Sky Bet to promote responsible gambling, such as having players wear sleeve badges to encourage supporters to consider their gambling habits. Sky Bet also allocates 70% of its matchday inventory for safer gambling messaging.
With a call for evidence on the matter expected soon, the league emphasizes its willingness to contribute and protect the vital income stream for its membership during this financial crisis.
