High-speed internet and cheaper mobile devices have opened up gambling to many people from different parts of the world. The gambling companies are riding on these and the people's love of sport for their marketability and brand awareness.
In recent years, the UK sports have seen a lot of gambling campaigns and sponsorship deals, with English football at the center of it due to its global appeal.
The Gambling industry spent a whopping £263.6 million on the Premier League clubs, entering into the 2019/20 season. There is a growing concern about the impact of gambling marketing in the public or the effect any harsh regulations will have on football, and sports generally.
Symbiotic relationship - more money for UK football teams
Sports have a special place in people's hearts. The corporate brands, which include the gambling brands, are well aware of this. They are constantly battling to get their names, logos and offers in the faces of the public.
Two years ago, the sum of £328m was spent on direct advertising of sports betting. That figure, of course, does not include sponsorship deals and other indirect advertising. More light was shone on the growing influence the gambling companies are having on football activities with the relatively recent acquisition of former Three Lions Captain, Wayne Rooney, by Derby County. The deal was sponsored by 32Red, and with the player handed number 32, the statement or promotion to be precise couldn't be bolder.
West Ham FC shirt sponsor deal with an online gambling company, betway was reported worth £10million per season. Half the premier league teams entered the 2019/2020 seasons with betting logos and names on their shirts. From all indications, the gambling businesses and the Uk sports team, particularly the football clubs are having quite beneficial relationships.
Stifling this relationship seems counterproductive. The government now has a dilemma of gambling stricter regulation or cutting out one of the income sources of sports teams. There may be a need for regulation, but putting an end to gambling sponsorship at this stage will not go well with the parties directly involved.
What about the public - the young?
One major concern of the people is the effect of over-exposure to gambling contents and advertisement on young people, especially those under the age of 18. Access to the internet makes it hard to control what these set of people see.
The young people are more likely to be swayed by gambling promotions. The children and teenagers, who are always passionate about their sports affiliation, are likely to embrace all forms of 'endorsements' by their sports teams or players.
These consistent exposures through direct or indirect promotions at sports events will have effects on their perception of gambling and related behaviors. It can lead to a potential gambling problem and its consequences, especially when they start seeing it as a fundamental part of enjoying their favorite game.
Whistle to whistle ban is a good start
Understandably, the government is cautious about the handling of gambling and sponsorship issues in UK sports. The betting firms last year took a rather bold step towards addressing some of the public concerns and improving the reputation of the industry.
To protect the children, they agreed to self-impose a whistle-to-whistle ban that will limit betting commercials to after 9 pm and 5 minutes before and after a sporting event.
Admittedly, the ban is a good start, but more needs to be done to protect the interest of the younger generation. To many, it does not count for much in the scheme of things as teams still adorn betting branded shirts and gambling companies' marks are all over the stadiums.
A more socially responsible approach needed
Gambling is not a new phenomenon but proliferates with the internet and technological advancement. However, the new boom makes it highly crucial for more commitments for promoting responsible gambling and curbing gambling problems.
The gambling industry needs to be more proactive and take a sincere approach to reduce the incidence of underage betting on both land-based betting locations and gambling websites with a proper license.
There has to be a way whereby football can work with gambling companies in a socially responsible way. It is in the government's hands to find that socially responsible compromise for all parties.
