Last year, Sky Bet withdrew adverts that featured the former Arsenal and England player Paul Merson, who has spoken of his struggles with gambling addiction. Some firms are still testing the limits of advertising regulations, though. Gambling adverts are not meant to feature people under Gambling firms continue to advertise heavily on radio and on social media, where it is often hard to prevent exposure to children.
Betting firms are launching more imaginative partnerships with football clubs and players. Derby County and Wayne Rooney took flak over the involvement of their sponsor, the online casino 32Red, in a deal in which the former England captain wore the No 32 upon joining the club.
Huddersfield Town players took to the pitch for a pre-season friendly wearing shirts with a huge Paddy Power logo on them. The gambling firm claimed it was a hoax intended to highlight its support for removing betting sponsors from football shirts.
There are more subtle ways for bookmakers to promote their brand in partnership with football clubs. At the Tottenham Hotspur Stadium, fans are treated to fast wifi connection. In one case highlighted by psychology experts, a logo for the online casino featured as the answer to a Spot The Difference competition aimed at young Birmingham City fans.
Analysis of 44 programmes from the Premier League and Championship found they featured an average of 2. The Guardian revealed this month the extent to which the betting sector profits from so-called VIP schemes, which target the people who lose the most money and offer them rewards. Several VIPs told the Guardian they were frequently offered football tickets in exchange for their custom.
The Premier League is truly global and betting firms know this. Many of the gambling firms that sponsor football shirts in the UK are not targeting British gamblers. It is illegal to advertise as a betting company in China, so gambling firms based in Asia use the profile of English football to access that hard-to-reach market.
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