Shirt deals with the bookies pay double
Clubs outside big six admit they can’t turn down cash
BETTING firms offer P remier League clubs DOUBLE the money that more ‘ethical’ companies do for shirt sponsorship deals,
Sportsmail can reveal.
The relationship between gambling and football was thrust into the spotlight last week by the
Daily Mail’s front-page exclusive exposing the FA’s streaming partnership with Bet365, who broadcast 22 of the 32 FA Cup third-round ties live.
Seven UK betting companies with exclusive rights to screen FA Cup matches promptly offered to cancel the exclusivity of the deals and allow the FA to show games itself. But the huge sponsorship incentives offered to topflight clubs by betting firms make those very difficult to turn down.
One Premier League club, whose shirt sponsorship contract with a gambling firm is worth more than £7million a season, said that the offer presented by the nearest non-betting competitor was worth half that of their current deal.
Other clubs have revealed that previous offers from gambling companies have been significantly more lucrative than those of firms without betting links.
As it stands, half the Premier League clubs have recognised betting companies as their leading shirt sponsors: West Ham (Betway), Everton (SportPesa), Wolves ( ManBetX), Burnley ( LoveBet), Crystal Palace (ManBetX), Newcastle (Fun88), Watford (Sportsbet.io), Aston Villa (W88), Bournemouth (M88) and Norwich (Dafabet).
Only the traditional top six clubs in the Premier League, together with Leicester ( King Power),
Southampton ( LD Sports), Sheffield United ( USG) and Brighton (American Express), do not have direct betting company shirt sponsors.
Numerous clubs sponsored by betting firms are aware of the sensitivities about the relationship between football and betting — and would prefer shirt deals with non-gambling companies.
However, many of those clubs feel they have no option but to accept the millions on offer from betting companies so as not to leave themselves short-changed and at a financial disadvantage to their rivals.
Given the fortunes available to the top six clubs through commercial deals, mid to low-level
Premier League clubs feel compelled to capitalise on every opportunity available to close the yawning gap to England’s elite clubs.
One source explained that, despite the backlash towards betting companies’ involvement in football, until ‘more ethical’ firms can get close to matching the big money on offer, or the relevant governing bodies introduce a ban on betting deals, clubs are unlikely to reconsider their agreements.
There is an acknowledgement from a host of clubs, though, that the issue will be discussed when their next shirt sponsorship deal is negotiated.
Premier League sides have also introduced measures to dampen the influence of their betting partnerships.
West Ham’s sponsors Betway, whose deal with the Hammers is worth £60m, offer compulsory training on responsible gambling to staff, while they also impose self- regulation in terms of their branding.
Another top-flight side refused to consider a partnership with Paddy Power last summer citing concerns over the Irish betting giant’s infamous marketing strategies.
Clubs with betting sponsors do not sell replica shirts in junior sizes with the branding on, while many do not place gambling adverts on merchandise likely to be viewed by children.