An analysis conducted by sponsorship intelligence business Caytoo on the top men’s football, cricket, and rugby clubs in England has revealed interesting insights into the prevalence and format of gambling sponsorships.
Prevalence of Gambling Sponsorships:
The analysis uncovered a total of 51 gambling-related sponsorship agreements across the three sports. Notably, there were two league-wide agreements: Betfred for rugby league’s Super League and Sky Bet for football’s EFL. Of these agreements, 45 were with football clubs, while the remaining six were with cricket clubs.
Logo Placement on Shirts:
Among the gambling-related sponsorship agreements, approximately 55% featured the gambling logo on the shirt. Within this subset, 39% of the logos occupied the primary or central front position of the shirt, while the remaining 16% were placed on other areas such as sleeves, shorts, or training equipment.
Gambling Sponsors in Football:
The analysis revealed that gambling sponsors were prominent in the top two divisions of English football. A staggering 77% of clubs in these leagues had a gambling sponsor, indicating the widespread presence of such partnerships. Notably, four clubs—Newcastle United, Manchester City, Aston Villa, and Huddersfield Town—had three different gambling sponsors each.
Comparison with Other Industries:
In August 2022, the gambling industry ranked as the second-most prevalent sector in terms of shirt sponsors, following the automotive industry. After a decline between 2019 and 2021, the gambling industry experienced a “mini-comeback,” positioning it as the sector with the third-fastest growth overall.
The analysis conducted by Caytoo provides valuable insights into the prevalence and format of gambling sponsorships in English men’s football, cricket, and rugby clubs. The findings reveal a significant number of gambling-related agreements, with a majority displaying the sponsor’s logo on the shirt. The dominance of gambling sponsors in the top two divisions of English football highlights the strong presence of the industry in the sports sponsorship landscape. Additionally, the resurgence of gambling sponsorships after a temporary decline demonstrates the sector’s resilience and growth within the overall sponsorship industry.