Advertising is one of the areas where sports intersects with gambling. Casino operators capitalise on the popularity of sports to market their services. Over the last few years, deals between gambling companies and football clubs have increased exponentially. Given football draws the largest crowds, it makes sense for iGaming outfits to want to leverage that audience. The English Premier League has deals with some of the most notable casinos. Thanks to these sponsorships, operators can market to a broad audience, even in regions that don’t allow gambling advertising like New Zealand. Kiwis who are fans of the EPL can see some of the casinos advertised in stadiums, on shirts and other material.
These sponsorships have not been without criticism, though. Regulators, the government and fans have raised concerns about the advertising of gambling products, especially on team shirts. The main criticism is that using popular events, such as EPL matches, to market casinos poses problem gambling risks. Fans can view the activity too positively due to the endorsements they see from their favourite players and clubs. Consequently, there have been calls to ban gambling sponsorships of EPL teams. In response, the EPL and other shareholders established a code of conduct that clubs should follow when entering into gambling partnerships.
The Code of Conduct
Football authorities, including the English Premier League, put in place guidelines highlighting how clubs should execute gambling sponsorships. The EPL and other stakeholders in the football sector continue to face pressure to get rid of iGaming partnerships. Deals with casinos are a source of revenue for football clubs. In exchange, operators get exposure. From minimum deposit casinos in NZ to high-deposit ones, gambling websites easily market to Kiwis even though the country prohibits direct advertising. So, potential players who are football fans receive gambling content. Regardless of the benefits, both sides still have to consider the issues these partnerships raise. The voluntary code of conduct crafted recently is one way the EPL and other concerned parties address the criticisms. Slated for implementation at the beginning of the 2024/2025 season, the Code aims to help football clubs carry themselves in a socially responsible manner. Gambling sponsorships should take care to affect vulnerable and underage persons. The following are the Code’s four principles designed to guide iGaming sponsorships.
Protection
One of the most critical elements to abide by is ensuring the protection of underage children and vulnerable persons. Most of the criticisms regarding gambling partnerships in sports is that they are available to children. Football attracts fans of all ages and children who watch EPL matches can very easily encounter casino advertisements. These marketing messages can entice children to want to try gambling. Vulnerable individuals face the same risks. Some people are more susceptible to problem gambling than others, and casino advertisements can be triggers. So, the Code of Conduct sets out this principle to encourage clubs and other parties to actively protect these persons when executing iGaming deals. One way to accomplish that is by preventing gambling content from reaching vulnerable and underage persons. For example, casino logos shouldn’t be in sections of a stadium designated for family use.
Integrity
The credibility of football competitions must remain intact. iGaming sponsorships should not compromise the quality of tournaments or the welfare of participants. It’s not uncommon to have casino outfits hold promotions with their football partners. These promotions sometimes erode the integrity of competitions as different parties try to get an edge. The Code looks to promote integrity by requiring teams and tournaments to only deal with companies with licences from the Gambling Commission or be part of a white-label partnership. This provision eliminates the risk of advertising unregistered, and potentially dubious casinos, to consumers.
Social Responsibility
All gambling sponsorships in the EPL must be socially responsible. While partners set out to meet joint objectives, they must keep the good of the people in mind. All marketing activities should include education and awareness messages. Granted, casinos and football clubs are business looking to make profits. However, they are also influential players in society because they satisfy entertainment and other needs. Therefore, these stakeholders should take their roles seriously and protect the public as much as they can. Responsible gambling messages are some of the ways casinos try to educate players. Football clubs and competitions with iGaming partners should have similar resources to ensure anyone who wishes to indulge in casino games comprehends the risks.
Reinvestment
Football fans and communities should see the fruits of gambling sponsorships. If a team partners with an iGaming operator, then it should reinvest the earnings generated. Improving a club’s infrastructure is an effective approach to spending money. Renovating stadia benefits teams and the community. It’s a way to prove that these iGaming deals are not just about pocketing a ‘few extra quid’ as one charity organisation alleged. Reinvestment can also be in the form of stronger competitions. Teams can spend their sponsorship gains boosting the tournament standards and bringing more prestige to local competitions.
Mounting pressure on football clubs to drop gambling partnerships, a ban on front-of-shirt sponsors starting from the 2026/2027 season. Meanwhile, the EPL, the FA, WSL and EFL released a Code of Conduct to guide competitions and clubs partnering with betting and gambling companies. The four tenets of this Code will help gambling sponsors safeguard the public interest.
