Football: a worrying dependence on betting

European football is increasingly dependent on sports betting for its funding, with many clubs sponsored by gambling companies. These partnerships provide vital revenue for clubs, but raise ethical concerns about the integrity of the sport and the risks of addiction, particularly among young fans. Although some leagues are seeking to regulate the advertising of sports betting, the pressure to maintain these agreements remains strong, particularly for the smaller clubs that depend on this revenue. The future of European football could therefore be influenced by the need to strike a balance between protecting the sport and the financial needs of clubs.

European football, often described as the ‘king of sports’, is now closely linked to the sports betting industry. This relationship has given rise to heated debate, pitting the financial benefits for clubs against ethical and social concerns.

The rise of sports betting in football sponsorship

Over the last two decades, sports betting companies have gradually increased their presence in the world of football. According to a survey carried out by Investigate Europe, 296 of the 442 clubs in the 31 main leagues in the European Union and the United Kingdom have financial links with gambling companies. More than a third have betting logos on the front of their shirts, and almost half of the leagues rely on betting or lottery companies as their main sponsors.

This trend is particularly marked in the English Premier League, where 40% of teams have gambling-related sponsors on their shirts for the 2024/2025 season. Iconic clubs such as Aston Villa (Betano), Bournemouth (bj88) and West Ham United (Betway) illustrate this reality.

The reasons behind these lucrative partnerships

Faced with increasing financial competition, football clubs see partnerships with betting companies as a substantial source of revenue. These agreements make it possible to finance players’ salaries, infrastructure and other operational expenses. However, this financial dependence raises questions about the ethics and integrity of sport.

Jake Kemp, sports analyst at GlobalData: ‘Despite the impending bans in many major European football leagues, the market remains very active. This highlights the continued popularity of the sector, as many smaller teams look to fully exploit the larger sums of revenue offered by gambling brands.’

While Europe’s big clubs can afford to diversify their funding sources, smaller teams, often struggling financially, rely heavily on betting sponsors to survive economically. For these clubs, giving up such partnerships represents a major financial sacrifice. So while some see this dependence as a threat to the integrity of the sport, others stress that it is an inescapable reality in the modern world of professional football.

Abuse and circumvention of regulations

Faced with growing concerns about gambling addiction, several countries have attempted to regulate sports betting sponsorship. However, there are still ways around this. In Belgium, for example, some clubs have replaced the names of gambling companies with media platforms linked to the same operators. In Italy, partnerships have been established with brands suggesting links with betting, without any explicit mention.

In addition, some teams have entered into agreements with gambling companies that are not licensed locally.

For example, AC Milan and Estonian club Nõmme Kalju have signed partnerships with companies without local approval, raising questions about the diligence of clubs in their choice of sponsors.

Reactions from fans and the authorities

Fans and consumer protection groups are increasingly voicing their concerns about the normalisation of betting in football. They believe that this omnipresence can encourage risky behaviour, particularly among young fans.

In response, some leagues have taken action. The Premier League has announced that from the 2025/2026 season, clubs will remove gambling sponsors from the front of their shirts, while allowing them in other locations. For its part, UEFA has introduced rules aimed at limiting gambling advertising on football pitches during European competitions.

The alliance between football and sports betting, while generating considerable revenue, also raises real questions about the image of the sport. Football, a symbol of healthy competition and team spirit, seems to be increasingly associated with the idea of a slot machine.

Analysts worry that this financial dependence could tarnish the authenticity of the game, turning sport into a mere shop window for gambling companies.

Towards stricter regulation?

With growing societal pressure and concerns about the impact of betting on younger generations, European regulators may be forced to act more firmly. In Spain, for example, regulations have evolved to ban gambling advertisements on television during football matches. A similar trend could develop in other European countries, as many voices are calling for stricter regulation of sports betting.