The English Football League’s decision to deepen its relationship with the bookmaker Sky Bet has drawn criticism from campaigners, who claim the deal is another step to “normalising” a practice that creates widespread social harm.
In a deal the EFL described as “one of the longest and most significant partnerships in professional sport”, it has agreed to extend its relationship with Sky Bet by five years until the end of the 2023-24 season. The company will remain the title sponsor of the Championship, League One and League Two but will also acquire additional rights, including a licence to stream 18 matches per season on its website and broadcast live odds inside stadiums.
In announcing the deal the EFL chief executive, Shaun Harvey, said: “This agreement represents the largest title sponsorship in EFL history and once again illustrates how our commercial operations are maximising the revenue opportunities and exposure for the EFL and its clubs.
“I am delighted that an agreement has been reached and the EFL is looking forward to continuing to work with our friends at Sky Bet from now until 2024 on enhancing the experience for supporters while ensuring this is done in the most appropriate and responsible way.”
As part of the new arrangement Sky Bet will participate in a marketing campaign to promote gambling safety. In one element of this EFL clubs will add a swatch to their shirt sleeves promoting a responsible gambling message. But many campaigners are not convinced.
“There is increasing concern about problem gambling and the effect of gambling on young people,” said Jim Orford, professor of clinical and community psychology at Birmingham University and director of Gambling Watch UK.
“We also know how popular football is with young people, especially young men. Yet the relationship between football and gambling only continues to increase. Betting companies know they are under pressure but they employ measures that are tokenistic. There’s not much point in trying to mitigate the problem with badges and slogans when you’re only reinforcing the normalisation of gambling.”
The Sky Bet deal was also met with disapproval by GambleAware, the industry-funded body which promotes responsible gambling. In the past the group has encouraged the use of messaging to raise awareness but its chief executive, Marc Etches, was critical of the measures proposed by the league.
“We are concerned about the effect further exposure to gambling will have on the younger generation,” he said. “Today’s news confirms that gambling advertising in sport has now reached a tipping point and we run the serious risk of normalising an adult activity for young people. We welcome the commitment to do more to promote safer gambling, because we all have a responsibility to help protect those at risk of developing a gambling problem. However, t he messaging needs to be much more explicit about the risk involved than what the gambling industry currently proposes.”
Matt Zarb-Cousin of the Campaign for Fairer Gambling also voiced concerns. “The prevalence of gambling operators in football sponsorship is a symptom of the vast sums of money lost by gamblersin Britain and around the world,” he said.
“Their rapid rise in profits has been off the backs of those experiencing gambling-related harm. A report for GambleAware last week suggested that 59% of profits for online gambling companies come from problem or at-risk gamblers. People clearly aren’t stopping when the fun has stopped.”
