Defending the sport’s right to benefit from responsible betting sponsorship, English Football League (EFL) Chairman Rick Parry emphasized that there were no magic answers to eliminate addiction issues, calling for empathy and support for affected players. His statements closely follow several betting scandals, highlighting the contentious nature of gambling partnerships.

Education and Rehabilitation Efforts Remain a Priority

The recent 10-month ban imposed on Newcastle midfielder Sandro Tonali due to gambling addiction has intensified scrutiny of soccer’s relationship with betting. Parry, defending the sport’s association with betting companies, stated that the industry had generated billions since the 2005 Gambling Act, noting that marketing agreements channeled some of this revenue back into sports.

According to Parry, the EFL had commissioned extensive research and did not see any correlation between sponsorships and increased gambling harm. He noted that eliminating the issue would be incredibly challenging, so the organization focused on minimizing problem gambling through various initiatives.

Educating players is something we’ve been doing for at least the last five years, and we’ll continue to do more of that.

Rick Parry, EFL chairman

Parry remained convinced that individuals would gamble regardless of the sponsorships, noting that prohibition was not a viable solution. He added that the recent cases in Italy demonstrated that rehabilitation was just as needed as punishment, and investing more resources in identifying and aiding players with genuine addiction problems could lead to significant improvements.

June saw the EFL renew its collaboration with operator Sky Bet, extending it through the 2028-29 Season. The two partners reaffirmed their commitment to deliver financial support to communities in England and Wales via the Sky Bet EFL Community Fund. This collaboration received praise from the UK government as a socially responsible model.

Chairman Parry was adamant that this partnership would not impact players, stating that some athletes would still choose to wager regardless of sponsorships. He emphasized the need for responsible marketing arrangements and improved gambling operator accountability, noting that such measures would be significantly more beneficial for players and non-players.

Parry’s observations happened during the ongoing EFL Week of Action, highlighting the organization’s life-changing community work as all 72 member clubs unite to make a positive impact. Despite his reassurances, the balance between responsible betting partnerships and addressing addiction concerns remains a hotly contested topic in the soccer landscape as stakeholders search for an optimal solution.

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Owen Parry, who will be stepping into the new position, will transition to this new office to ensure that he works on driving stronger customer engagement across ComeOn’s entire portfolio.

In his role, he will seek to help with building a strong rapport with the target audience and create small decisions and strategies that allow ComeOn to expand. ComeOn is similarly determined to continue promoting from within as the company wants to give existing team members a further field for self-expression and the chance to prove themselves in a more demanding business environment.

Parry will play a crucial role in the company’s further expansion and help deliver a personalized service through the sportsbook. All of this will be done to ensure that players enjoy a safer experience across the board.

Commenting on his appointment, ComeOn Group chief data officer Sherwin Jarvand said that the entire company was very proud to see another trusted company member progress to this new position. Jarvand was recently appointed under the same program.

“Offering a best-in-class player engagement across all our customer’s touch points is always at the front of our minds and with Owen leading this area now, we are in safe hands to take this strategic goal to the next level,” Jarvand explained.

Driving Success Through Customer Engagement and Personalization

ComeOn Group has been amping up its commitment under the People Strategy imitative which has seen a number of established team members progress further the corporate ladder. Among them are Matthew Cawston who became director of marketing and operations and Robert Rothman who recently stepped in as director of performance marketing.

In the meantime, ComeOn Group has been strengthening its local partnerships, including with Pragmatic Play in the Netherlands and by expanding its own operational capacities in the Nordics. The company launched the Nordic Ruby Lounge to bring even more fresh experiences to players.

ComeOn Group is one of the best-established industry players. The company was founded in 2008 and it helps dozens of brands in some of the world’s most competitive markets to deliver an immaculate product to their clients.

ComeOn delivers solutions for the casino and sports betting sectors in equal measure and nurturing internal talent has been a key ingredient for this success.

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