Fan-led channels such as Arsenal Fan TV and The United Stand rack up millions of views every month, which has inevitably caught the attention of sports betting operators.

The latest addition to this space is the BetMGM-sponsored Adopted Geordies podcast, hosted by People Just Do Nothing star Asim Chaudhry. 

Flying solo for a special bonus episode of iGaming Daily, SBC’s Multimedia Editor James Ross questioned the impact of the channels on football fans given that the majority are run by people with no journalism training. 

He said: “I always spent my training period as a journalist believing that informed and educated voices mattered most in shaping the perception of public discourse of what people should find out in terms of news.

“But now, in the age of social media and fan-led podcasts, we’re finding ourselves in a world where anyone with a microphone and opinion can reach millions. These fan-led podcasts, while they’re vibrant and community-driven, don’t necessarily adhere to the same ethical standards [as journalists]. 

“Mark Goldbridge picked a fight with a well-renowned reporter and for me, that’s quite troubling and damaging. You’re questioning his integrity and questioning that journalist’s through process and profession. I felt like it was quite damaging.”

As mentioned previously, sports betting operators have recognised the reach of these channels and chosen to sponsor fan-led podcasts, which James described as a “troubling development”.

“From a business-to-business perspective, this trend presents a really good opportunity for betting companies. These podcasts provide access to deeply engaged, passionate fans who trust the voice they’re following,” he explained.

“The passion and emotion that fuel these podcasts are precisely what makes them attractive to betting brands yet this emotional connection can also make the listeners more susceptible to influence. I think it raises a few ethical concerns and the challenge lies in navigating these new terrains responsibly and that’s the key.

“If we look at the demographics that struggle the most with problem gambling, they’re mostly working-class people and these are the people who are listening to these podcasts because a large majority of football fans are from working-class backgrounds. This puts a responsibility on both the podcast hosts and the sponsors to ensure that partnerships don’t inadvertently contribute to harmful behaviours.”

James concluded the podcast by emphasising the importance of brands committing to “putting people before profits and showing that the fan culture that these podcasts represent is respected and preserved”.