Whenever football is concerned there are few guarantees: a ball, 22 players, a referee, and a never-ending stream of gambling and betting sponsors. To date, almost 300 top clubs have secured deals with betting companies this season, highlighting the sport’s financial dependence on the industry. With several teams flying under the regulation’s radar by acquiring indirect sponsorships, critics and campaigners have raised concern about the risks of enabling addiction.
Over the past decade, the online betting industry has experienced explosive growth, transforming into a multi-billion-euro powerhouse that continues to expand across Europe. This surge has been driven by increased digital access, aggressive marketing, and a cultural shift toward normalised gambling, especially among sports fans. Among all sports, football stands out as the undisputed favourite for bettors, attracting millions of wagers every week from domestic leagues to international tournaments.
The bond between the sport and betting is now so tight that sponsorships, adverts, and even matchday experiences are infused with gambling promotions. For those interested in how this ecosystem operates, it would be worth reading this great review of Boomerang-Bet Casino by NoDepositRewards, which offers insight into the appeal and mechanics of modern betting platforms.
The Rise of Betting Sponsorships
Despite several regulations being in place, gambling sponsorships can be observed across the entire league spectrum, with lower and higher tier teams both benefitting from such partnerships. In fact, during the 2024/2025 Premier League season, 11 teams displayed a betting-related sponsor splashed across the front of their shirts, despite the impending ban set for 2026/2027.
We’ve also seen these occurrences happening in other European leagues, with gambling companies becoming major sponsors that often occupy prime advertising space on team shirts and stadiums.
Challenges & Loopholes
While some countries were quick to lay down the law and implement several changes to their regulations to hold back on betting-related sponsorships appearing in sports, unfortunately enforcement appears to be inconsistent. Case in point for instance, top Belgian clubs have managed to circumvent this clause by advertising affiliated charities and news outlets rather than the main brand itself.
Of course, these grey areas have sparked debates with regards to the effectiveness of the current regulations, along with the ethical implications of partnerships of this kind and their potential repercussion on younger or vulnerable audiences.
Money Talks
Of course, the financial allure of a gambling sponsorship is very hard to deny. Last year, according to the European Gaming & Betting Association (EGBA), the continent’s betting market’s gross revenue hit €123.4 billion, which is 5% more than we saw in 2023.
Just like you’d imagine, these lucrative sponsorships represent substantial streams of revenue for football clubs, often surpassing whatever traditional sponsors can offer by far. As a result, these cash injections represent a critical means for clubs to compete at higher levels or invest in the infrastructure and/or talent required to get there.
Beyond the 90 Minutes
Despite the obvious financial benefits, many have noted that the increased association between football and gambling comes with its own set of ethical concerns. A report issued earlier on this year highlights that such partnerships could contribute towards the increased normalisation of gambling among sports fan, potentially leading to an incline in addiction rates.
Critics have also noted that because football appeals to such a wide demographic, including younger audiences, gambling promotions need to be restricted further while responsible gambling practices should be advertised instead.
Conclusion
Because the football industry and betting sponsorships have become so intermeshed, we’re faced with a complex landscape riddled with ethical dilemmas and financial appeal. While these sponsorships represent a significant source of revenue for clubs, they also pose their own set of challenges leading to the classic double edge sword debate that seeks to preserve the integrity of the sport while simultaneously protecting its diverse fan base.
