Industry professionals came together in lieu of the pending review of the 2005 Gambling Act to discuss the various options available for future cooperation between betting and football if sponsorship partnerships are to be banned.

What is it?

Taken from the ‘Funding of Football’ panel at Betting on Sports Europe – Digital 2020, the session looks at how sponsorship is working as a mutually beneficial funding mechanism from betting to football and if such partnerships are outlawed, what paths are there for co-operation in the future. 

The panel talks about betting companies needing to do due diligence for partnerships with football organisations, the possibility of betting collaborations being outlawed and the implications that would have for both sides.The introduction of regulations to ‘safeguard the stakeholders, the consumer, and the sport itself’ was also discussed.

Who is it?

Dean Akinjobi, CEO, Football Media 

Cassandra Matilde Fernandes, Projects Manager, GLMS 

Russell Yershon, Founder, Connecting Brands 

David Zeffman, Partner, CMS

What is being said?

Akinjobi: “If you look at the impact it would have on clubs outside of the Premier League, it could potentially be catastrophic as some of these betting partners and sponsors are the key revenue line guarantee every season.

“It will be a ripple effect from the Premier League downwards because of the huge gap in finances that could potentially have a ripple effect on player and staff recruitment. It will have a huge effect on the whole functioning of clubs and lower leagues.

“It really needs to be thought through because the impact of what clubs are going through right now in regards to COVID, lack of fans in stadiums, as well as ‘Project Big Picture’ and ‘European Super League’, clubs are under a lot of pressure. You have to take a step back and realise these clubs are a real core part of these communities. 

“Yes, regulators are looking at protecting consumers, but if these communities and clubs aren’t there anymore, then it destroys an industry and takes the heart out of a community.”

Why should I watch it?

To be in on a discussion looking at betting sponsorships’ role in football, how the industry can better mitigate concerns regarding player safety and what the future of sport sponsorship could look like. 

Where can I see more?

Source: SBC YouTube Channel

Betting and Football sponsorship – exploring new avenues