Some thoughts on Burnley FC’s gambling sponsorship deal

Like many, I was disappointed to read today that Burnley FC had agreed a deal with yet another gambling company to become the club’s “principle sponsor” for the coming season.

Gambling can have a disastrous impact on our financial health, mental health, physical health, as well as our family and security.

Sport — particularly football — plays a huge role in promoting unhealthy gambling, and I firmly believe that it’s impossible for a football club to champion itself as a responsible “community club” while plastering gambling ads at every opportunity.

I was hopeful that the takeover of the club at the start of this year, led by Alan Pace, would signal a change to my club’s approach to commercial deals like this.

Soon after becoming chairman he assured fans that he shared concerns, and that they would form a review into deals like this.

It’s an issue I’m aware of and have my own personal views on, too. I can promise it will be reviewed as part of the overall commercial strategy for the club.

So it’s disappointing that more than 7 months later, his club is releasing statements about how “delighted” it is to work with another gambling firm, and supporting its apologist gestures.

There’s a glimmer of hope given that it wasn’t anticipated that a new principle sponsor would be required so soon. The previous betting sponsor was expected to continue its deal into the coming season, but this was cut short following financial difficulties.

So, it’s possible that the promised review into commercial deals hasn’t yet been completed. And that the short timeframe required to secure a new sponsor meant limited options and create conditions whereby the club needed to fall back on existing contacts. It’s not ideal, however I’m willing to entertain the idea - if the club really is committed to reducing its reliance on gambling money.

But this is speculation, which isn’t particularly helpful.

With that in mind, I invite Burnley Football Club and Alan Pace to clarify:

• Has the promised review into sponsorship deals been completed?
• If so, how is this deal compatible with the results?
• And if not, when will this happen? And are they committed to eliminating or reducing gambling sponsorship from the club?

It’s particularly galling to read the Burnley FC statement today claim that this deal is a positive for the community.

“We… have been impressed with the commitment they have already shown supporting fan initiatives and giving back to the community.”

Honestly, this is just incredibly insulting.

I’ve seen some fans say they don’t like partnering with a gambling firm but defend it on the grounds that they will be supporting some charity ventures at the same time. That’s exactly why this was added — it’s not a desire to help the community, it’s a need to excuse and distract from the harm that gambling sponsorship does.

We can’t allow small, inconsequential gestures to make up for the overwhelming damage that this industry does to individuals and society.

It’s not the first time the club has echoed dog-whistle lines from sponsors. When they agreed a high-profile deal with an electronic cigarette some years ago they — publicly and privately in response to my written concerns — claimed that the brand’s intention was to reduce cigarette use and not glamorise tobacco use. I won’t share the company’s name, but those of you familiar with them will know that the entire brand was designed to be cool, edgy and attractive — particularly to young people.

Shirt sponsorship is a vital tactic for promoting gambling to children. We’re basically forcing gambling into their consciousness every time they see their idols. According to the Gambling Commission, 450,000 children aged between 11 and 18 place bets regularly.

In 2018, Gambling Watch UK’s Professor Jim Orford said “there is evidence that gambling is becoming ever more normalised, particularly among young people, so that increasingly betting is seen as part and parcel of following and supporting one’s favourite sport or team.”

Much of the gambling industry’s investment in advertising around sport is targeted in a way that is accessible and even appealing to the most vulnerable in society — young people, and those with existing problems with gambling.

It’s impossible to watch a football game — either on TV or in person — without being bombarded constantly by ads for gambling. From the name of the stand you sit in, to almost non-stop LED ads around the pitch, to shirt sponsors and the rest.

One former gambling addict said he hopes for a future where people like him are more protected.

“I believe that one of the reasons why my gambling was exacerbated was the advertising in football. One day, I want gambling addicts or recovering addicts to be able to watch a game of football without the insistent advertising of gambling.”

Earlier this year, a documentary claimed that gambling ads appear up to 700 times during football broadcasts.

Speaking to the Guardian, one person who had a gambling addiction said: “Gambling is unique. There are ways of avoiding drinking and drugs. When I’m sat at home now, every other advert will be for gambling.”

Burnley, of all clubs, should be particularly aware of the problem after Joey Barton spoke out following his ban for betting offenses, which came into effect while he was contracted to the club.

I think if the FA is truly serious about tackling the culture of gambling in football, it needs to look at its own dependence on the gambling companies, their role in football and in sports broadcasting, rather than just blaming the players who place a bet.

I am not alone in football in having a problem with gambling. I grew up in an environment where betting was and still is part of the culture. From as early as I can remember my family let me have my own pools coupon, and older members of the family would place bets for me on big races like the Grand National.

The government is reportedly considering taking action to protect people from gambling ads alongside football. When announcing the scope of its review into the industry, the Sports Minister said “in terms of sport if there is evidence of harm coming from sponsorship and advertising, we will act.”

It’s time that my club put community first and took a stand for its principles and responsibilities, before the government forces it to.

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