New research reveals that a significant portion of football teams in Europe are financially intertwined with gambling companies. Two-thirds of the squads across 31 top-tier leagues have sponsorship agreements with betting firms, raising concerns about the influence and marketing strategies within the sport. As the Premier League prepares to implement a ban on shirt-front sponsorships by gambling entities starting next year, data suggests that European clubs are finding alternative methods to circumvent these restrictions. The analysis also highlights the prevalence of Asian-facing betting brands and the exploitation of legal loopholes.
The study indicates that while some countries enforce bans on prominent gambling advertisements, many teams exploit sub-brands or charitable foundations linked to gambling corporations to maintain visibility. Additionally, the extensive reach of gambling promotions through various media channels underscores the industry's reliance on advertising to attract new customers, often leading to problematic gambling behaviors.
Gambling Sponsorship Across European Leagues
The pervasive nature of gambling sponsorships in European football leagues has been exposed by recent findings. Of the 442 teams analyzed, nearly two-thirds have at least one partnership with a betting company. This includes shirt-front sponsorships, which remain common despite upcoming regulations. The Premier League exemplifies this trend, where eleven out of twenty teams feature gambling logos on their jerseys for the upcoming season. Moreover, every club in the league collaborates with betting firms, reflecting the substantial financial investments made by these companies to associate themselves with high-profile sports franchises.
This phenomenon extends beyond England. In the Dutch Eredivisie, all teams have established partnerships with gambling entities. Similarly, leagues in Portugal, Greece, and Germany demonstrate significant engagement with betting sponsors. Even smaller markets such as Hungary, Romania, and Bulgaria show widespread adoption of gambling branding on team uniforms. These partnerships not only provide substantial revenue streams for clubs but also raise ethical questions regarding the promotion of potentially harmful activities to fans, including youth audiences. Furthermore, the economic impact is evident; Global Data estimates that betting brands have allocated approximately $135 million towards shirt sponsorship deals in the English top division alone this season.
Circumventing Restrictions Through Creative Strategies
Despite legislative efforts to curb gambling sponsorships, many European countries have witnessed innovative tactics employed by clubs to bypass these rules. For instance, Belgium introduced legislation restricting sponsorships to sleeve and back-of-shirt placements earlier this year. However, several Pro League teams continue displaying betting insignia prominently on the front of their shirts via sub-brands that partially incorporate the parent company’s name. A notable example includes Club Brugge, which transitioned its sponsorship from Unibet to U-Experts, an app developed by Unibet with connections to casino services.
In Italy, three Serie A teams—Inter Milan, Parma FC, and Lecce—utilize adjacent sponsorships involving news apps or entertainment platforms linked to gambling enterprises. Such arrangements allow them to adhere technically to local laws while preserving strong ties with the gambling sector. Another contentious issue arises concerning unlicensed operators promoting their brands through partnerships with prominent clubs. AC Milan partnered with Boomerang Bet despite being blacklisted by Italian authorities due to operating without necessary licenses. This situation reflects broader challenges faced by regulators trying to enforce compliance amidst lucrative sponsorship opportunities provided by global betting firms. Additionally, the presence of Asian-focused bookmakers persists across multiple leagues, complicating efforts to regulate cross-border operations effectively.