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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UK gambling firm Betfred has been unveiled as the new sponsor of the St Leger festival following a multi-year deal between the firm and the operator of the event.

The new arrangement between Betfred and Arena Racing Company (ARC) means that the gambling firm will now sponsor three of the five British Classics and will be joining the likes of William Hill and Ladbrokes as a sponsor of Britain’s oldest Classic dating back to 1776.

Commenting on the sponsorship, Betfred’s founder Fred Done outlined that sponsoring the St Leger festival means more than just business for his company – it is a privilege – and he is “proud to be associated with the world’s oldest Classic which is synonymous with great horses like Triple Crown winner Nijinsky, Dunfermline for the Queen and Oh So Sharp for Sir Henry Cecil.”

Under the terms of the deal with ARC, Betfred will sponsor several of the major supporting races among which the Doncaster Cup and Champagne Stakes, and ARC’s chief executive officer Martin Cruddace was more than happy to welcome the firm as the headline sponsor of the St Leger festival.

Fred Done and his team have long been keen supporters of British racing, and the inclusion of this historic race meeting into their sponsorship portfolio is another indication of their commitment to the sport.

Martin Cruddace, CEO, ARC

Betfred will replace Cazoo, the sponsor of the last two runnings of the St Leger festival which is the final British Classic of the season and will take place from September 14 to September 17. The first two Classics, the 2,000 and 1,000 Guineas, will take place at Newmarket this weekend and will be sponsored by Qipco.

The new sponsorship followed less than a month after Betfred was designated as the sponsor of The Oaks and The Derby at Epsom Downs following the three-year deal with another of the major owners of racecourses in Britain, the Jockey Club.

The St Leger festival sponsorship will significantly expand Beftred’s presence in Britain’s horse racing over the next three years and help the brand which was once a prominent sponsor of horse racing in the country to accelerate its return to the sport’s sponsorship top.

In the past, Betfred has associated with sponsorships of the Ebor, Cambridgeshire and Cesarewitch handicaps, as well as the country’s jewel in the crown, the Cheltenham Gold Cup, but stepped back, when the exclusive license to operate pool betting at racecourses held by Tote, the operator Betfred acquired in 2011, ended in 2018.

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The International Cricket Council is mellowing down on its stance on gambling sponsorships. The organization is set to allow sponsorships on player attire and equipment in international bilateral matches, increasing the visibility of betting brands.

The change was proposed in November but rejected. After several teams displayed gambling sponsorships, ICC agreed to further discuss the matter during a March meeting in Dubai. Eventually, the Chief Executives Committee (CEC) agreed to lift some of the restrictions. The change is effective from April but sponsorships will still be prohibited in major ICC tournaments.

CEC secretary Clive Hitchcock commented on the matter, saying that the ban would have prevented certain teams from presenting their sponsorship logos in their country. Seeing that teams are signing agreements with operators, the committee felt that the members should be able to freely decide whether to use their betting logos in bilateral and domestic cricket.

In addition, the number of logos permitted on player equipment during Test and ODI matches will be increased. At the same time, colored clash kits will no longer be mandatory in ICC events and bilateral cricket.

The legalization of kit sponsorships in bilateral games is a major development for the cricket sector. However, it comes amid a time of intense scrutiny for gambling sponsorships in professional sports. Certain mature markets, especially ones in Europe, are becoming more and more critical of sports betting ads and sponsorship, claiming that they send children the wrong message and encourage problem gambling.

Because of that, Forbes reported, some people were shocked at the news. Certain cricket administrators were outraged, with one noting that corruption in sports is oftentimes linked with betting. That administrator added that he realizes that betting is legal in many markets but still considers the measure to be “hypocritical.”

In Britain, many anti-gambling activists promote the idea of a gambling-free Premier League. The intense opposition demands an official ban on all gambling sponsorships in the league. Meanwhile, the EPL is seeking compromise with these people and has agreed to remove the front-of-shirt sponsorships, instead moving logos to its players’ sleeves. Unfortunately, this may not be enough as some have slammed the move as “incoherent.”

Despite the scrutiny gambling sponsorships may attract, they can benefit professional cricket a lot. Now that players can feature gambling logos on their equipment, they can secure additional revenue streams that will nurture the sector.

Cricket has always been able to attract bettors. Because of that, BetDEX, a Web3 sports betting exchange, recently expanded its offering, adding Indian Premier League markets to its platform. The addition was praised as a major milestone by the company CEO, Varun Sudhakar.

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