This Tuesday, the barons of English football met in an undisclosed location for a shareholders meeting. The meeting included discussions on “a new deal for football” and was hosted at the house of new Chelsea owner Todd Boehly. However, there was no mention of a voluntary betting shirt sponsorship ban, which had previously gained support.
Speculation suggests that the vote on the ban was delayed until autumn to assess the political landscape. The outcome of the Gambling Act review is uncertain, as the race for Tory leader narrows down. It is believed that a delay may lead to a watered-down white paper, but current political betting markets favor Liz Truss as the favorite.
As a result, the Premier League and the industry as a whole are in a waiting period to see the future political developments. However, this approach might prove to be a mistake as entities like the Premier League are actively involved in shaping gambling regulations in the UK. When the white paper is released in a few months, the conversation around gambling reform will become a national discussion.
The gambling industry can enhance its case by showing its willingness to make concessions, self-regulate, and promote social responsibility without state intervention. It is better to make small concessions now rather than larger ones later. While football shirt sponsorships receive significant media and public attention, they are relatively minor compared to potential damaging reforms proposed.
If the government and the public take a harsh stance, they have the power to implement strict affordability checks for recreational bettors, introduce comprehensive advertising controls similar to other markets, or impose unworkable taxes. The UK will eventually undergo some form of gambling reform, and the industry has an influential role in shaping its outcome. Therefore, it should be open to taking a calculated risk to ultimately succeed.
