From patches on shirts to stadium names, betting firms are rapidly becoming inescapable in modern sport, but what does this indicate concerning the destiny of the game?
In the past decade, sport sponsorships have emerged as online casino operators have gone from being a behind-the-scenes player to an outright center-of-stage player in the sport sponsorship industry. Entering the stage, online casino operators can be found featured on anything from pitch-side billboards to strip on team jerseys. From a few flirtatious partnerships, this has grown into a multi-million-pound partnership between professional sport and gambling, namely football.
Bettors can scarcely get through a match now without being invited to spin a wheel, wager or claim a welcome bonus. How did this happen, then, that online casinos are funding so much of the sporting world and where are the implications of this growing union?
The New Players in Town: How Online Casinos Crashed the Sponsorship Scene
Online gambling used to be a virtual world unto itself. One flashed screens and fantasy card tables, and the other green pitches and ear-shattering crowds. But with the advent of streaming, digital marketing and global fandom came an opportunity, and thus the means, for brands to interact with fans and gambling operators started to take notice.
Sponsorship had not just allowed casino operators to put their logo in front of millions but to position themselves as decent entertainment brands rather than nefarious gambling dens. Football, with its vast global fan base, was the perfect vehicle. And before you could say “VAR”, casino logos were being sprayed on sleeve patches, backdrops, interview boards and goal-nets faster than you can say “VAR”.
A Twist in the Tale: From Sponsorship to Full-Blown Ownership
While some operators are content to merely sponsor the kits, others want more involvement in the team’s branding story. This now means bidding by online casinos for stadium naming rights, training ground deals and even building fan zones in collaboration. By placing themselves in the day-to-day fabric of a club, gambling brands become part of the DNA of a team with their message.
Notably, football sponsorship is employed by some operators as a gateway for the marketing of their non-sports product line offerings, particularly online slots. For instance, an operator might have a slot review centre at the core of its website, highlighting free slots and real-money advice, casino review and searches bonus offers. These teasers, ranging from spontaneous play to an expert 1 dollar deposit casino NZ option, illustrate how football sponsorships are being used as a Trojan horse for wider gambling promotion.
Why Football Is the Number-One Target
Football is a money-making machine and there are not many industries that have money to burn like the online gambling industry does. Sponsorship deals do not just raise brand profile, they also generate much-needed cash for clubs. Even clubs in the lower divisions have discovered that signing with a casino brand can send enormous amounts of money into their account.
In contrast to offline promoters, online casinos can access global fan bases overnight. With global leagues and 24/7 web visibility, a Manchester casino-branded club jersey can reach a punter in Mumbai or Melbourne in seconds. Such borderless visibility is gold for casino operators looking for new customers to their sites.
From Slots to the Sidelines: What’s in It for Casino Brands
For online gambling operators, sport participation is more than simply plonking a logo on a jersey. It’s a chance to emotionally connect with the fan community, bringing them up to speed when they’re already hyped. Such arrangements open up access to player appearances, exclusive behind-the-scenes action and VIP status. They can then use this material to promote their casino websites via social media and mail shots, converting sport punters into slots players overnight.
Some operators have also recruited sports ambassadors; retired athletes or pundits who serve as brand faces. This provides gambling operators with their own human touch, making them feel like part of the sporting community. Slick marketing, if a little spooky now and then.
The Legal Tightrope: Rules, Worries and Public Scrutiny
Despite its record-breaking achievement, football and betting are facing enormous scrutiny. Criticisms are that it exposes young fans to gambling culture before even being able to gamble. Concerns are also increasing from former players and health experts over problem gambling.
Regulators across many countries have started to ratchet up the pressure. The British government has proposed banning front-of-shirt gambling sponsors on Premier League kits, and various European leagues have already enforced partial blackouts. Nevertheless, clubs are not eager to cancel these deals, largely because gambling operators often offer more appealing sponsorships than any other industry.
Fans Divided: Pride or Problem?
Ask a dozen fans how they feel about casino sponsors and you’ll get a dozen answers. Some reckon it’s just part of the modern sporting landscape, no different to seeing car manufacturers or airlines on a kit. Others worry the sport they love is becoming too saturated with gambling influence.
And there is also an angry argument that sponsors should reflect values that fans should be proud of. A brewery can still be controversial, but a casino, especially one actively pushing online slots and shiny bonuses, can be more exploitative. Studies have shown most fans “tune out” gambling ads altogether as a protest move, while others have become so desensitised that they barely recognise the difference. That is football in the 2020s.
The Future of the Game: What’s Next?
One thing’s certain, gambling operators are not retreating from sport sponsorship. To the contrary, quite a number are growing, extending beyond football into rugby, darts, boxing and even Formula 1. As technology improves, sponsorships are also becoming increasingly interactive: Take virtual ads overlaying live streams, interactive games embedded within apps and QR codes leapfrogging fans from pitch to poker in two touches.