According to new research from Caytoo, front-of-shirt (FoS) betting sponsorships have made a mini comeback after a drop off last year.
Gambling saw the third-highest rise in FoS deals across England’s 226 professional football, cricket, and rugby teams despite the Premier League contemplating a ban.
As a result, the sector now accounts for 9.2% of all sponsors, putting it in second place behind the automotive industry at 10.5% and ahead of retail at 8.8%.
Gambling brands account for more football FoS sponsors than any other sector, with a 15.4% share, in contrast to reports that the premier league clubs are prepared to support their prohibition.
Football clubs in England were due to vote on scrapping gambling-related FoS deals earlier this year, but the vote was put off because of government turmoil.
While the Premier League only accounts for 20 of England’s professional football teams, Caytoo’s findings may raise concerns about the clubs’ overall appetite for a voluntary ban.
Alex Burmaster, Head of Research and Analysis at Caytoo, commented on this and other areas, saying that it was a return to favour for gambling after its share of sponsorships nearly halved from 2019.
Deals in rugby and cricket have led to a minor resurgence this year, surprising many since the focus of attention for gambling sponsorship is football.
Will the voluntary ban on the Premier League happen and if so, will other sports follow suit?
Gambling experienced a modest resurgence, but other sectors were not so lucky. Financial services, last year’s second most dominant sector, fell from 8.4% to 6.1%, while alcohol fell from 3.1% to 1.3%.
According to research from Caytoo, there was a third-highest rise in Front-of-shirt deals across England’s professional football, cricket and rugby teams. The sector now accounts for 9.2% of all sponsors, putting it in second place behind the automotive industry at 10.5% and ahead of retail at 8.8%. Football FoS sponsors account for more of the gambling brands than any other sector.