In a strategic move, the English Premier League has unanimously agreed to eliminate gambling sponsorship from the front of clubs’ match day shirts, a decision that is likely to please critics within the marketing-affiliate industry. The Premier League, which is one of the most widely-watched professional sports leagues worldwide, has taken this step to mitigate potential revenue loss while attempting to address concerns surrounding gambling. While this adjustment may be viewed as a token gesture, it does signify a positive albeit minor shift in the right direction.
Unfortunately, the ban on gambling sponsorship is limited to the front of shirts, leaving room for gambling company logos to appear on the sleeves. It wouldn’t be surprising if clubs exploit this loophole by prominently featuring gambling logos on a sleeve or devising innovative alternatives to circumvent the ban. Despite this, the ban does manage to remove gambling sponsors’ logos from football stickers to some extent, although their visibility remains diminished but not completely eradicated.
However, critics argue that the ban on shirt sponsorship fails to address other forms of gambling-related advertising that continue to be highly visible and influential. Pitchside hoardings, for instance, provide a prominent platform for gambling branding during matches and are visible throughout the game to players, spectators, and viewers. The Betting and Gaming Council’s self-imposed “whistle-to-whistle” ban on TV gambling ads, although well-intentioned, does not effectively restrict advertising seen passively on television. With pitchside hoardings being digitally displayed and featured in photographs, magazines, and websites centered around football, the impact and reach of gambling advertising remain significant, particularly towards the target audience of 4- to 17-year-olds.
Research conducted by the University of Stirling revealed that pitchside adverts accounted for 38% of the locations where gambling sponsors were seen during live television broadcasts of matches. An earlier study conducted by Goldsmiths, University of London, and the University of East Anglia highlighted the prevalence of gambling logos in seemingly innocuous places such as sticker albums. Out of the 636 stickers in the Official Premier League 2020-21 Panini sticker collection, a staggering 42% featured visible gambling logos. Magazines dedicated to football also prominently displayed gambling logos. While some may dismiss these logos as simply branding, research indicates that children form a distinct connection with such merchandise, increasing the visibility and presence of gambling logos in the lives of young football fans.
One positive outcome of the voluntary ban is the potential reduction of day-to-day visibility of gambling logos, leading to a decrease in their normalization. Social visibility and implied endorsement associated with shirt-front sponsorship have the potential to exert influence on developing brains, making it crucial to evaluate the impact on children raised in football-loving households. Although present regulations prohibit gambling sponsors on children’s replica kits, other forms of merchandise and media, such as posters, websites, and trade cards, continue to prominently display gambling logos, thereby perpetuating normalization.
Normalizing addictive behaviors and substances, including gambling, can have adverse consequences. Previous successful efforts to normalize smoking required decades of intervention, resulting in a significant reduction in tobacco usage. Conversely, normalization of alcohol consumption has contributed to generations of problematic drinking habits and widespread alcoholism. While gambling may not be as pervasive socially, advertising aimed at young individuals risks exposing them to potential harm. It is a gamble not worth taking.
The issue becomes even more complex when considering the relegation and promotion of clubs between the Premier League and the Championship. Should a newly promoted club have a gambling sponsor, conflicts arise when faced with the ban. Additionally, many brands affected by the ban are not solely based in the UK and rely on the visibility of the Premier League in other countries where they operate. Consequently, it is crucial to address these challenges comprehensively rather than implementing facile measures such as a ban on shirt front sponsorship.
To truly tackle this issue, further decisive action is necessary to appease industry critics and safeguard the well-being of children. By taking a proactive approach, the marketing-affiliate industry can effectively neutralize concerns surrounding gambling sponsorship within football and protect vulnerable demographics from potential harm.
Author: Jon Bruford, Publishing Director at The Gaming Boardroom
