Gambling Sponsorship and Advertising in British Football: A Critical Account

Abstract

Problem gambling is a growing public health issue in the UK. In this paper, we argue that football plays a problematic role in the promotion and normalisation of gambling. Given that sport broadcasts offer gambling (and alcohol) companies a loophole to avoid the post-watershed guidelines, children and young people are also exposed. By marketing gambling in general and to children in particular, football contributes to an increase in the overall ‘amount’ of gambling in society. In turn, this contributes to an increase in the prevalence of problem gambling (including gambling disorder) and all the associated harms. Furthermore, we argue that a significant amount of gambling profits come from problem gamblers. Therefore, football benefits from, and contributes to, the addictive consumption of gamblers.