The typical value of a shirt sponsorship deal for an English Premier League club is only £5m–10m per year, while even the weakest club in the division would receive more than £125m thanks mainly to broadcasting rights income www.suissecasinoenligne.com/bonus/bonus-sans-depot/. On the other hand, in the EFL and in Scottish football, and in less high profile sports and competitions such as rugby league and snooker, “there is little incentive for brands from other sectors to invest: they do not pick up enough exposure to potential customers, in contrast to the betting industry, which has an unusual proportion of customers for its product concentrated in the viewing audience for a sports event.”
Professor Forrest added: “Many of these clubs and competitions would face difficulty in replacing their betting sponsors, compromising the scale at which they could operate and the quality of talent they could attract. It is striking that in jurisdictions which have moved against sponsorship and advertising by the betting sector—Australia and Italy—opposition from the betting industry has been muted but that from sports leagues and broadcasters strong.
This may reveal that betting houses themselves perceive their marketing as about brand share rather than extending the market and there would be some advantage to them from the state doing what competition law prevents them from doing for themselves—negotiating away heavy marketing budgets which just cancel each other out. However, sports leagues will typically fight against restrictions because their finances are precarious … English football has the largest structure of professional clubs in the world and shrinkage would likely take the form of fewer towns being served by a professional club.”
The whistle-to-whistle ban. In August 2019, the gambling industry’s voluntary ‘whistle-to-whistle’ ban on advertising came into force. Under this agreement, no gambling advertising is shown during live sport televised before the 9pm watershed for a ‘whistle-to-whistle’ period beginning five minutes before the start of the match and finishing five minutes after the match has ended. However, this ban does not apply to advertising for betting on horseracing or betting on greyhound racing.