Does Sport Need to Take More Responsibility in the Fight Against Addiction?

Gambling in the UK has existed for centuries and has largely been accepted by society throughout that period as a source of entertainment for the British people. The gambling industry is also extremely lucrative and contributes billions of pounds to the economy each year. Despite the obvious gains of gambling, which is also available in an increasingly present online form, there are a small number of people who fall victim to gambling addiction caused by a lack of awareness raised around the topic.

The presence, especially that of online casinos, is epitomized by the number of leagues and clubs in British sport that are sponsored by gambling or betting companies. With more overseas gambling companies pumping their money into British sport, indirect marketing of gambling or betting is almost unavoidable in sport. The question is whether sport needs to be more proactive to protect those vulnerable people?

Gambling Addiction Also a Mental Health Issue

The main argument for those concerned, including the UK Gambling Commission and gambling addiction support bodies such as Gamstop, GambleAware, and GamCare, is that gambling addiction should be given the same attention as other issues involving alcohol or drugs. Over the years, there have been movements to force gambling companies in the UK to contribute more to addiction charities, but many are still unsatisfied at the amount being donated. In 2021, it was reported that one charity donated a miserly £250.

Although gambling companies have done more, especially on their online platforms, to raise awareness of gambling addiction by implementing spending limits and “cool off” periods, they are also aware of the popularity and interest people have in online gambling and sports betting. Spending limits enforced by the UK government could force players to play on European online casinos, which could result in a slight loss of profit for UK online casinos and sports betting platforms, but the impact online gambling on users in the UK cannot be ignored by these providers.

Sport as a Game Changer

Ivan Cavaleiro of Fulham
Ivan Cavaleiro playing for Fulham in a Dafabet sponsored shirt (Credit: Cosmin Iftode / bigstock)

For them, sport plays a vital role in their overall operation. The Premier League is considered the best football league in the world, which attracts billions of viewers worldwide. It is this coverage and influence that makes people believe that sport can also act as a major influence. With more events televised, sports like football and horse racing have the power to appeal to millions in the UK tuning in. With such outreach, sport can raise more awareness of any issues or concerns.

The feeling right now, however, is that sport is trending the other way. With over half the Premier League boasting gambling companies as main sponsors for the 2024/25 season, there is even more attention drawn to gambling. Despite this, the hope remains that change does not happen overnight. Or even over months or years. With a ban on this type of sponsorship coming into play for the 2026/27 season, there is the chance for sport to play a different role and take a different, softer stance on gambling and be a game changer in the fight against gambling addiction.