If you’re an avid football fan, it’ll be almost impossible to remember the last time you watched a professional game that wasn’t bombarded with gambling ads.

Commercials featuring ex-football stars marketing a gambling company or beautiful young ladies convincing you to try out a fast payout casino. These ads are becoming insanely popular and have started to raise concerns. Now, the question everyone is asking is, how much is too much? 

In this article, we’ll cover all the major talking points regarding gambling advertisements and football.  

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How Prevalent Is Gambling Ads in Football Currently

In 2021, UK-based Channel 4 released a documentary on the impact gambling has had on football over the past decade. In it, it was reported that, on average, gambling logos were featured roughly 700 times in a single professionally football match. The number was reported to be higher in bigger games. 

This was not the first time a major British channel reported such information. In 2017, BBC investigations revealed that roughly 95% of the advertisements displayed in live football matches were gambling-related. The investigations were conducted by Victoria Derbyshire show researchers who analysed the broadcasted advertisements in 25 matches. They discovered that in most of the matches, one in five advertisements were for gambling firms, and in others, it was one in three.

These researchers also analysed 25 games of some top British teams, including the build-up to the games, half-time, and post-match events. They discovered that 1,324 gambling commercials were broadcasted during these times, with 20% of the advertisements being for gambling or online casino firms.

These reports shows just how big gambling advertisements are in football today. BBC estimates that the big gambling companies spend roughly $150 million of their marketing budgets on television adverts. These companies have constantly argued that most football fans are their target audience. They need this level of advertisement if they plan to attract new customers and stay ahead in the very competitive market. 

Gambling Ads in Football, Right or Wrong?

Many have called for the complete ban of gambling ads in football because of the risks it poses to people recovering from gambling disorders. A person trying to abstain from gambling in an online casino will find it difficult to watch a modern professional football game because the coaches, players, and stadium are all plastered with gambling logos. There are also constant advertisements during games promoting gambling. Some people have also raised concerns that excessive ads might lead young people and children to normalize gambling.

But on the contrary, others have argued that gambling ads are not different from drugs, unhealthy foods, or liquor ads. These ads are also displayed during football games and pose the same risks to people recovering from their disorders. Plus, football has gotten so much better over the years, thanks to the amount of money being spent to develop it. Gambling ads are a heavy source of revenue and income for football and are indirectly helping sports become more enjoyable. 

Can Football Survive Without Gambling Ads?

These days, football clubs splash millions on running costs and player buys. Football is now a very expensive sport, and clubs require lots of money to stay afloat. 90% of clubs in the 2021 English Premier League season had a gambling sponsor. BBC also reported that it cost gambling companies roughly £35,000 to broadcast their ads in a Premier League game. With the number of gambling ads being broadcasted every week, there’s no denying that the gambling industry is bringing lots of money into football. 

However, the complaints are growing by the day, and there are already indications that we might see a reduction or total annihilation of such ads in football. But if eventually, it does happen, can football survive this? 

The answer is not straightforward. Many have suggested that the impact won’t be as high as people expect. For example, the total wage bill in the English Sky Bet Championship is £900 million, and gambling sponsorship and ads only contribute £30 million. Reports have also shown that a complete ban on gambling ads and sponsorship will only result in a 2.5% decrease in club revenue. However, there have also been reports that it might take the football industry years to recover if it abolished gambling.

The Bottom Line 

Gambling ads in football have grown immensely in the past few years and it has started to raise serious concerns. For many, these ads pose a risk to people suffering from gambling disorders and also encourage young people and children to normalize gambling. 

To others, gambling ads have tremendously helped the game become better thanks to the huge amount of money it’s providing. However, the major question about gambling advertisements in football still remains how much is too much?