European football’s dependence on betting raises pressure on regulators
A new investigation shows that two-thirds of top-tier football clubs in the EU and UK have financial ties to gambling firms. As concerns about addiction grow, regulators and advocacy groups are pushing back against the sector’s influence on the sport.
Most clubs work directly with betting companies
A report by Investigate Europe reveals that 296 out of 442 clubs across 31 top leagues in the EU and UK have at least one deal with a gambling firm. One in three displays betting logos on the front of their shirts. Nearly half of the leagues rely on betting or lottery companies as main sponsors.
Clubs in the Premier League and the Dutch Eredivisie all have betting partners. The trend extends to Eastern Europe, with clubs in Hungary, Romania, and Bulgaria also showing gambling brands.
In response to national restrictions, some teams promote related entertainment platforms instead of betting brands directly. Belgian clubs, for instance, switched from gambling names to media outlets still linked to the same operators. Italian clubs followed a similar path, partnering with brands that hint at gambling while avoiding explicit mentions.
Clubs ignore licensing concerns in pursuit of deals
Investigate Europe also found examples of clubs partnering with unlicensed gambling firms. AC Milan and Estonia’s Nõmme Kalju signed deals with companies that lack local approval. Many other teams display logos from brands that appear on blacklists across Europe.
These partnerships raise questions about how clubs vet their sponsors. Some fan groups and lawmakers say clubs fail to assess whether these companies operate legally.
Financial pressure drives risky sponsorships
Even with growing awareness of gambling harm, many clubs continue to sign these deals. Financial pressure remains a key factor. Industry analysts note that struggling teams prioritize funding over thorough checks on their partners.
The Premier League has agreed to stop front-of-shirt betting ads by 2026. But clubs can still place logos on sleeves and advertise inside stadiums. Meanwhile, gambling ads flood TV and social media on matchdays, reaching millions of fans each weekend.
Fans and lawmakers demand stronger regulation
Critics warn that gambling ads normalize betting, especially for young supporters. Advocacy groups compare the issue to past bans on tobacco and alcohol ads. They argue gambling should face the same restrictions.
Some governments are already responding. The Netherlands initially allowed gambling sponsorships in 2021 but plans to ban them by mid-2025. Germany, however, has rejected a total ban. Officials there say clubs need the funding.