Study reveals huge impact gambling sponsorships have on European football

A new study has revealed just how prominent gambling operators are in European football, with almost 300 of the top clubs having signed partnerships with sports betting firms for the 2024/25 season.

The analysis by Investigate Europe has looked at the top 31 leagues in the European Union and the UK. The findings show that a massive two-thirds of football teams (296 out of 442) have at least one partnership with a betting firm.

One in three have a front-of-shirt sponsor and “almost half of all leagues rely on a gambling or lottery title sponsor,” the study states.

All Premier League and Dutch Eredivisie sides are found to have some form of betting partner for the campaign, with Portugal, Germany and Greece also being prominent markets.

This extends further too as “most top flight teams in Hungary, Romania and Bulgaria” are “benefiting from embossing betting brands on their shirts.”

Gambling Industry: 296 out of 442 football clubs have at least one partnership with a betting firm

The prevalence of the industry within the sport is undeniable, with the branding of operators seemingly popping up everywhere.

This will change slightly going forward though as an agreement was made in 2023 which will see Premier League clubs voluntarily ban match-day front-of-shirt sponsorship deals with gambling companies from 2026.

The logos of gambling brands will still be allowed on sleeves and hoardings, but it does mark a big change going forward.

Within the details of the study, football finance expert and lecturer at the University of Liverpool Kieran Maguire says: “I don’t think there’s any desire by clubs to do due diligence, provided they get paid. And they’re prepared to not look too closely because they’re under pressure.

“You’ve got the owner screaming at the chief executive who’s screaming at the commercial director: ‘Get the best deal that you can. We’re losing money’. And all the clubs are losing money.”

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