Does Football have a Gambling Issue?

Posted by Harry Kane on Sunday, September 30, 2018

We’re undoubtedly seeing a significant shift in attitude in the online gambling market, as the UK Gambling Commission (UKGC) looks to achieve a number of core strategic objectives through 2021. One of these is the safeguarding of vulnerable gamblers in the UK, as problem gambling continues to rise in line the overall growth of the marketplace. As part of this endeavour, the commission is increasingly inclined to look beyond online casino sites and sports betting hubs, with video games and loot boxes garnering the attention of regulators throughout Europe.

Then there’s the sport of football, which has developed intrinsic links with gambling in recent times and come under considerable scrutiny as a result of this. But does football really have a gambling problem? Let’s take a look:

The Rise of Gambling Sponsorship and Advertising

Let’s start with a basic assertion; gambling has been a prominent part of match-day rituals for generations now. Just as fans scurry to complete their fantasy football team on Saturday morning and race to grab a pie or a pint at half-time, so too many choose to place a flutter on the outcome of the game.

The proliferation of smartphone apps has also made it easier than ever for fans to place wagers on the move, while operators have reacted to this by increasing the range of live markets available to customers.

While there’s nothing necessarily wrong with this, the popularity of gambling and its increased accessibility must be measured against the growing visibility of operators within the sport.

After all, 60% of the club’s in England’s top two divisions feature the names of gambling brands on their shirts, including nine out of 20 in the top flight and 17 out of 24 in the Championship.

Not only this, but one Premier League outfit and a number of clubs in the Football League have recently garnered criticism for placing direct links to gambling websites on the junior sections of their landing pages.

This was uncovered as part of a BBC investigation, with 15 clubs featuring such links among content that explained how youngsters can join junior sides and operate as a match-day mascot.

The advertising Standards Authority (ASA) has been quick to comment on this, with its rules stating that online gambling adverts cannot be aimed at anyone who is under the age of 18. The group have instantly called for “immediate action” to be taken in response to these findings, otherwise fines and sanctions would follow.

Gambling, Advertising and the World Cup – The Problem in Microcosm?

Aside from sponsorship, the rise of gambling advertising during live sporting events has also come under intense scrutiny of late.

The key focus here is the existing legislative loophole that enables broadcasters to showcase gambling advertisements at any time during live sports events, including those shown before the 21:00 watershed.

This issue came to a head during the summer World Cup in Russia, during which viewers were exposed to almost 90 minutes of betting adverts and sponsored messages. Studies revealed that bookies and online casino brands were afforded one-and-a-half times the amount of screen time given to alcohol firms, while many ad breaks featured more than one sponsored message.

This captured the issue in microcosm, as it highlighted the rising influence of gambling brands within the sport while also revealing how problem and underage gamblers were being exposed to a slew of sponsored messages.

During the tournament, a large proportion of the games were played before the 21:00 watershed in the UK, while all of these matches were broadcast on terrestrial television.

This meant that thousands of children nationwide will have been bombarded with gambling ads during the summer, normalising this practice for youngsters and making it synonymous with following a favourite football side.

Is Gambling Being Normalised Among Youngsters and Society as a Whole?

The question of normalisation is key, especially as around 12% of 11 to 15-year olds in the UK admitted to gambling regularly during 2017.

While this represented a sharp decline on the 23% recorded back in 2011, it remains worryingly high and a significant area of focus for regulators.

Ultimately, there’s no doubt that gambling has been normalised across the board, whether you consider children, adults or potentially vulnerable gamblers.

However, this issue is particularly pressing in the sporting realm, thanks to a rampant increase in sponsorship from gambling operators and the growing ease with which punters can place a multitude of wagers.

These issues have also been exacerbated by a lack of regulation within this space, with clubs now linked intrinsically to virtual gambling operators and decidedly less vigilant when monitoring the presence of sponsored ads and website links on branded content.

This also betrays a potential conflict of interests here, particularly as Premier and Football League sides become increasingly reliant on the cash generated through sponsorship, partnerships and paid advertisements. In fact, domestic and European sides generate huge revenues from advertising, subscriptions, and long-term sponsorship deals, creating a significant imbalance within the space and issues with the implementation of effective regulatory measures.

This undoubtedly highlights a significant issue in the relationship between football and gambling, but the question that remains is how this problem should be tackled?

The Last Word

While gambling in football is an age-old practice and does not provide an insurmountable challenge, it’s clear that this relationship needs careful management in the future.

This is not necessarily something that the UKGC can tackle directly, however, at least not without considerable collaboration with the Premier League and the Football League.

Similarly, the Advertising Standards Authority in the UK is largely responsible for monitoring the content of ads rather than the number that are broadcast, meaning that they have no jurisdiction to restrict gambling as a legitimate leisure activity.

With these points in mind, it’s the football authorities that assume greater responsibility when looking to regulate their sport and the influence of online gambling brands. More specifically, they need to understand their responsibility to protect fans and promote responsible gambling activity, while also recognising the positive contribution that sponsors make to the sport.

The FA has already blazed a trail for others to follow in this respect, by ending its £4 million sponsorship agreement with Ladbrokes last summer. This came after a review of the bodies commercial partnerships, and we may well see organisations such as the Premier League and the Football League take a similarly introspective view in the future.