The English Premier League (EPL) has come under fire from anti-gambling campaigners for what they perceive as “greed” after AFC Bournemouth announced a sponsorship deal with Asian sports betting firm bj88. The deal, which will see bj88 as the front-of-shirt sponsor for the 2024/25 and 2025/26 seasons, is part of a growing trend in the EPL, with 11 teams now featuring front-of-shirt gambling sponsors.
The Big Step, a leading UK anti-gambling campaign, has criticized EPL teams for striking what they call “desperate deals for a few extra quid” by partnering with gambling companies. The pressure group, which is part of the charity Gambling with Lives, has labeled gambling as a serious public health issue that destroys many lives. They argue that exposing young fans to addictive and harmful products through sports sponsorships is unjustifiable.
The Big Step campaign is pushing for a complete ban on all soccer-related gambling sponsorships and advertising. They have urged the UK government to follow the lead of countries like Belgium, Italy, the Netherlands, and Spain in banning such sponsorships altogether. Bournemouth’s new deal with bj88, which replaces their previous sponsor Dafabet, is being hailed as a record-breaking partnership that will help the club be competitive in the Premier League.
The commercial investment made by bj88 in Bournemouth is said to be the largest in club history, with the franchise expressing excitement over the deal. The partnership is seen as a significant boost for the club both on and off the pitch. However, it also means that 55% of England’s top-flight teams now have gambling sponsors on their shirts, sparking criticism from anti-gambling bodies and the public.
The increase in gambling sponsorships comes as the EPL agreed to enforce a voluntary ban on front-of-shirt gambling sponsorships from the 2026/2027 season onwards. This last-minute rush to secure deals before the ban goes into effect has raised concerns about the influence of gambling companies in sports. UK gambling experts have warned that the ban could lead anti-gambling groups to target other less wealthy soccer leagues and sports for sponsorship deals.
Overall, the controversy surrounding gambling sponsorships in sports continues to be a hot topic of debate, with concerns about the impact on fans, particularly young audiences. The clash between the financial interests of sports franchises and the potential harm caused by gambling sponsorships highlights the need for greater regulation and oversight in the sports industry.