English Football League voices support for under-fire gambling sponsorships
Body reiterates importance of betting sector’s annual £40m contribution with clubs fighting for survival “on a financial knife edge”
The English Football League (EFL) has thrown its support behind gambling sponsorship as clubs struggle to cope with the financial challenges presented by Covid-19.
The EFL, which represents 72 of England’s professional football clubs, claimed a “collaborative evidence-based approach” in dealing with gambling-related harm would be far more beneficial than a blanket ban on gambling sponsorship in football.
It highlighted its long-standing partnership with Sky Bet, in which the league promotes responsible gambling through sleeve sponsorship, with more than 70% of Sky Bet’s matchday advertising dedicated to safer gambling causes.
“With more than £40m a season paid by the sector to the league and its clubs, the significant contribution betting companies make to the ongoing financial sustainability of professional football at all levels is as important now as it has ever been, particularly given the ongoing impact of the Covid-19 pandemic which is leaving many of our clubs living on a financial knife edge,” the EFL said.
The call came in the aftermath of a Sunday Times newspaper article which claimed that sponsorships of sports clubs by gambling firms could be banned as part of the forthcoming review into the 2005 UK Gambling Act.
The broadsheet suggests the Department for Digital, Culture, Media and Sport (DCMS) will launch a call for evidence into gambling advertisements and sports sponsorship deals next month.
In response, the EFL said: “Our approach in respect of gambling sponsorship is under constant review and the league will also contribute to any call for evidence by the government as we seek to protect an important and vital income stream for our membership in a time of financial crisis.”
The EFL is the largest single body of professional clubs in European football and is responsible for administering and regulating the EFL, the Carabao Cup and the EFL Trophy, as well as reserve and youth football.
The EFL questioned the UK government’s “frustrating and perplexing” inconsistency in dealing with Covid-19, which has cost EFL clubs billions of pounds in revenue in lost ticket sales.
“They [football clubs] are continuing to meet their financial obligations in the absence of similar levels of support being afforded to other industries,” the EFL added.