Survey reveals concerns about gambling advertising in Football

The survey findings indicate that less than 20 percent of football fans have expressed concerns regarding the volume of gambling advertising in football.

In the United Kingdom, a recent survey conducted among 10,000 football enthusiasts in England and Wales revealed that a minority, specifically under 20 percent, harbour apprehensions about the prevalence of gambling advertisements in the sport.

The Football Supporters Association (FSA) released the results of the survey shortly after the Big Step campaign urged the government to intervene against gambling sponsorship in the Premier League.

A spokesperson representing the Big Step campaign stated, “The unpopularity of gambling ads in football is evident and does not necessitate a survey for validation. Nonetheless, this poll confirms that the overwhelming majority of fans are not inclined towards seeing the beautiful game marred by advertising for addictive and harmful products. Around the world, numerous organisations and governments are taking measures to eradicate all forms of gambling advertising. It is about time for football clubs and authorities in the UK to listen to their fans and follow suit.”

While the Premier League has already agreed to implement a voluntary ban on front-of-shirt gambling promotion starting from the end of the 2025/26 season, new gambling sponsorship deals are currently moving forward. Burnley and Fulham have recently entered into one-year agreements with W88 and SBOTOP, respectively, while earlier this year, Aston Villa signed a three-year deal with BK8.

The Premier League has emphasised that it is the first sports league in the UK to adopt voluntary measures aimed at reducing gambling advertising. Fulham has stressed that their record-breaking sponsorship deal with SBOTOP will play an essential role in maintaining the club’s competitiveness as they strive to remain in the Premier League after gaining promotion.

During the 2022-23 season, eight Premier League clubs featured gambling companies on the front of their shirts in deals estimated to be worth £60 million per year. Under the voluntary ban set to be implemented from 2026, clubs will still have the option to display gambling brands on shirt sleeves and LED advertising.

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