The Premier League is becoming increasingly concerned about the possibility of damage to its brand from the activities of betting companies, in particular the growth of in-play betting which it fears may give rise to corruption. Betting operators throw substantial resources at marketing and tv advertising during live games.
The Premier League is becoming increasingly concerned about the possibility of damage to its brand from the activities of betting companies, in particular the growth of in-play betting which it fears may give rise to corruption. Betting operators throw substantial resources at marketing and tv advertising during live games.
Football has had an ambivalent relationship with gambling. Historically, the football pools levy was an important source of revenue for the Football League. Manually filling in the ‘coupon’ now seems to belong to another age, but online betting has grown apace.
The league has deliberately avoided having a betting company as one of its sponsors, but several clubs have individual deals. The Football Association has a deal with William Hill to sponsor the FA Cup and the England national team.
The betting companies are aware that their reputation is also on the line. Their share prices have slumped this year after criticisms by the government and opposition of their practices. Four of the leading betting operators will introduce a voluntary ban today on advertising free bets and free money on television before 9 pm.
Betting operators suspect that the game’s bodies have an agenda to impose a levy on football bets whic would resurrect the old levy on the pools in a new form.