A Game of Odds: How Betting Sponsors Influenced Football
The list of betting sponsors in world football is at an all time high. So high, you couldn’t even count for certain the exact amount, but it’s been estimated that across the Premier League and Championship, 60% of shirt sponsors are betting companies. Bet365, Betway and Betano are just a few of companies actively involved in the modern game. That’s not to say it’s an issue because after all, gambling is a regulated industry; a weekly match-day staple for football fans across Britain. However when looking at the impact of gambling on fans – both financially and mentally – along with the consequences it’s had more recently with professional players, it inevitably begins to shape an uncomfortable discourse.
There are several techniques that betting companies adopt to make a profit, the two most popular methods are a high volume of bets combined with the overround which is when betting companies set odds with a built-in margin. This margin guarantees that they’ll make money no matter what happens in the game. For instance, if there are two possible outcomes, the odds you get might not fully match the actual chances. That small difference is where the bookmaker makes their profit.
As the excitement and demand across fan bases have risen, more billionaire investors and corporate sponsors have entered the sport to capitalise on this buzz and as a result, more cash is being available throughout the football system including campaigns and TV deals. The competition has drastically increased. 20 years ago, Manchester United went into the majority of their games expecting a victory and obtaining the victory. However today, the money in the sport has meant that ‘upsets’ are no longer a real surprise. It is absolutely possible for a League Two club to overcome the odds and put three goals past a Championship club in a cup game. This reality has enticed football fans to place bets where the pendulum could not be swinging further away and win big.
For all that could be said about the detriments of betting. It’s important to mention that these companies have grown into big-time sponsors, pumping vast sums into multiple clubs at the top of the game, especially those in the lower leagues that really need it. The money from the contracts helps clubs to make better signings, facility upgrades, and generally improve club development. Betting sponsors often provide lucrative deals for football clubs. In the 2023/24 season, 8 out of 20 teams in the Premier League had a betting company as their front of shirt sponsor. Everton; famously recognised as one of the founding clubs of the football league, are one of the oldest clubs in the country. The Goodison Park club receive around £12m per annum from their front of shirt sponsor, Stake. For context, that is the 8th highest in the league, with only Liverpool, Manchester City, Arsenal, Chelsea, Manchester United, Newcastle and Spurs seeing more. Out of £386m worth of sponsorship in the league, betting companies were responsible for £56m of this.
The effects that betting sponsors are having at the top level are becoming increasingly evident. Two notable cases of players being investigated for betting offences in the last three years include West Ham’s Lucas Paqueta and Brentford’s Ivan Toney. Call it a coincidence or ironic that both kits of the two clubs concerned are sponsored by Hollywood Bets and Betway. The PFA state that players are not allowed to bet on any football match anywhere, but players are contracted to promote these brands for as long as their club is contracted to the sponsor, yet they are punished for using them.
On the 13th April 2023, following what was described as an ‘extensive consultation’, the Premier League announced that together with club executives and the UK Government’s Department for Culture, Media and Sport; a vote was ruled to ban front-of-shirt betting sponsors. A rule that will take effect from the end of the 2025-26 season. Although, clubs will still be allowed to take up and remain with allocations on sleeves and training kits. This decision will ultimately open the door for new partnerships across a plethora of industries in a bid to drive the future of the game to new heights whilst keeping fans engaged.
It appears more ideal than ever before, for clubs to enter strategic partnerships that are connected to their sporting vision and values. When you hear the word football or Premier League, what words or phrases do you associate it with? Likewise, when you think about an ideal sponsor for a football jersey, what type of brands come to mind? Historically, it could be suggested that the best shirt sponsors have always been brands that allign with a clubs footballing identity. Some of the most iconic partnerships are the ones that stem beyond football. Technology, financial services and travel industries develop relationships that positively impact fans of the football community. Allianz, THREE and Fly Emirates in particular have always ran campaigns to make special offers available to fans who are members or season ticket holders.
One area that could, and hopefully will be improved upon is the health and wellness space. We’ve already seen some partnerships that will prove to be beneficial over the next couple of years. Think of PRIME being the hydration partner for Arsenal and Barcelona, or Trivago’s collaboration with Chelsea which worked incredibly well when Chelsea were jet-setting all over the globe as World Champions. The next step has to see more nutrition and performance brands entering the sport as main shirt sponsors, because this will enable players and fans to have positive relations with products that actually serve their bodies and mind. Of course at the highest level, sponsorship contracts are a significant investment, but with an influx of brands entering in the English Football League, the hope is that with more campaigns and collaborations with the clubs, nutrition brands will increase their revenue over a period of time.
The Jugador Report is a platform that completely advocates for the transition in 2026/27 to be a door opener for more health and wellness brands to move into football.
