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Sponsorship deals with online gambling sites are putting teams at reputational risk, argues Lisa Buchan
Britons wager close to £50billion ($97bn) a year, and online betting – especially on sports events – is booming. According to recent research by the UK's Department of Culture, Media and Sport, there are 3.3 million regular online gamblers in Europe, and a third of them are in the UK. Punters increasingly find their way to gambling websites through links from other sites, often those of mainstream institutions such as football clubs who, as 'affiliates', earn commission on any transactions that are generated via the internet.
Betting has become such an integral part of the British football scene that every premier league club website - with the notable exception of Everton - has links to 'official online betting partners'. Several premier league clubs also have shirt sponsorship deals with internet gambling sites: replica shirts bearing their logos are available in all sizes - including for toddlers. Building customers from the club's fan base via the website is a key component of internet gambling sponsorship. Young people account for a large portion of any club's supporters, and many clubs have a major drive on to build 'fans of the future' with free or heavily discounted tickets. Inevitably young supporters will consult club websites and buy strips with sponsors' logos. What influence does the promotion of gambling have on them?
Football clubs are not the only ones doing business with gambling partners. In other sectors, especially the media, there are similar marketing deals. The websites of all the UK tabloid newspapers and several of the 'qualities', including The Guardian, have links to online betting or gambling sites. But the issue is now coming to a head. Under the UK's new gambling laws, the Advertising Standards Authority is required 'to ensure that all gambling advertising is responsible with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited by advertisements that feature or promote gambling'. Sponsorship, including links to online gambling sites, is not explicitly covered under the rules. Yet such arrangements are likely to come under the regulator's scrutiny on a case-by-case basis, as and when complaints arise.
Football clubs, several of which are public limited companies, are rightly proud of the good work they do with children in communities across the country. But before the Gambling Act takes full effect in 2007 it makes sense for them to engage in some 'joined up thinking' about the influence that gambling sponsorship and related marketing arrangements has on young supporters. In nurturing the next generation of football fans, clubs need to ask themselves whether they will also be helping to groom the next generation of gamblers.
Lisa Buchan is business development manager at Goodcorporation
These are her personal views.
Britons wager close to £50billion ($97bn) a year, and online betting – especially on sports events – is booming. According to recent research by the UK's Department of Culture, Media and Sport, there are 3.3 million regular online gamblers in Europe, and a third of them are in the UK. Punters increasingly find their way to gambling websites through links from other sites, often those of mainstream institutions such as football clubs who, as 'affiliates', earn commission on any transactions that are generated via the internet.
Betting has become such an integral part of the British football scene that every premier league club website - with the notable exception of Everton - has links to 'official online betting partners'. Several premier league clubs also have shirt sponsorship deals with internet gambling sites: replica shirts bearing their logos are available in all sizes - including for toddlers. Building customers from the club's fan base via the website is a key component of internet gambling sponsorship. Young people account for a large portion of any club's supporters, and many clubs have a major drive on to build 'fans of the future' with free or heavily discounted tickets. Inevitably young supporters will consult club websites and buy strips with sponsors' logos. What influence does the promotion of gambling have on them?
Football clubs are not the only ones doing business with gambling partners. In other sectors, especially the media, there are similar marketing deals. The websites of all the UK tabloid newspapers and several of the 'qualities', including The Guardian, have links to online betting or gambling sites. But the issue is now coming to a head. Under the UK's new gambling laws, the Advertising Standards Authority is required 'to ensure that all gambling advertising is responsible with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited by advertisements that feature or promote gambling'. Sponsorship, including links to online gambling sites, is not explicitly covered under the rules. Yet such arrangements are likely to come under the regulator's scrutiny on a case-by-case basis, as and when complaints arise.
Football clubs, several of which are public limited companies, are rightly proud of the good work they do with children in communities across the country. But before the Gambling Act takes full effect in 2007 it makes sense for them to engage in some 'joined up thinking' about the influence that gambling sponsorship and related marketing arrangements has on young supporters. In nurturing the next generation of football fans, clubs need to ask themselves whether they will also be helping to groom the next generation of gamblers.
Lisa Buchan is business development manager at Goodcorporation
These are her personal views.
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