Football clubs continue to rely on gambling sponsors
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3 Aug 2024 •
Reading time: 3 minutes The Belgian football world is facing a major challenge: reconciling the financial stakes and social concerns related to partnerships with gambling operators. While the Belgian government has put in place a legislative framework to restrict gambling advertising, football clubs continue to rely on these partnerships to ensure their economic survival.
Transition period
The Belgian government has introduced a ban on gambling advertising in an attempt to limit the dangers of gambling addiction. There is a transition period until 2025 for the sports sector. Sports clubs are using this time to conclude new agreements.
“This transition period was defended with the argument that it would temporarily give clubs the oxygen they need to look for other sponsors.
But in practice, we see that they are using this period to conclude new agreements with gambling companies.”
Bram Constandt, professor of sports management at Ghent University
Financial attraction
The sums of money invested by gambling operators in sports sponsorship are considerable. Around 12% of the revenues of professional clubs come from these collaborations. For many clubs, these partnerships represent an indispensable source of income to balance their budgets. This may explain why sports clubs are signing new contracts, even as the regulations become stricter.
Although they recognise the need for adjustment, the Pro League, the umbrella organisation of Belgian professional football, is actively fighting against this ban. Together with other sports organisations, they have filed a lawsuit to have the ban lifted.
“It is true that clubs must self-regulate, adjustments will have to be made where necessary.”
Stijn Van Bever, spokesperson for the Pro League
Social impact
While football clubs are grappling with the financial consequences of a potential loss of revenue, warnings are increasing about the social impact of gambling advertising.
“In Flanders, there are already around 50,000 people with a serious gambling addiction, and this number is increasing year after year. Every advertisement increases the risk of attracting new players.”
Frieda Matthys, psychiatrist at the VUB
Young people in particular seem to be susceptible to the appeal of gambling advertising, with football stars and clubs serving as role models. Research shows that children as young as five years old recognise the logos of gambling companies from a very young age and associate them with their favourite sports teams.
Dilemma for fans
Fans often find themselves torn between their attachment to their club and their ethical concerns. On the one hand, they want their team to have the means to perform at the highest level. On the other hand, more and more of them reject partnerships with gambling companies, which they consider incompatible with the values of sport.
“We know from our own research that Belgian fans find sponsorship by gambling companies insincere and morally inappropriate.”
Bram Constandt, professor of sports management at Ghent University
The future of gambling advertising in football
The debate over gambling advertising in football is far from settled. As clubs continue to fight to maintain this source of income, critics are calling for a stricter approach to limit the dangers of gambling addiction.
The coming years will be crucial for the future of these relationships. Clubs will likely have to adapt to new regulations and explore new sources of funding.