EFL clubs urged to learn La Liga lesson and diversify sponsorship revenue
The Athletic’s Adam Crafton tells Championship clubs to “take their heads out of the sand” after eight Spanish clubs kick off new season without a shirt sponsor
English Football League (EFL) clubs have been warned to take the threat of a potential gambling sponsorship ban seriously to avoid falling into financial difficulty.
Curbs on gambling advertising in sport – and particularly shirt sponsorship in football – are expected to be unveiled in the UK later this year as part of the government’s 2005 Gambling Act review.
The Athletic reporter Adam Crafton has urged EFL clubs to “take their heads out of the sand” and brace themselves for the impact of the widely expected legislation before its too late.
A similar gambling sponsorship ban was enforced in Spain ahead of the 2021-22 season and eight top-flight La Liga clubs have been left without shirt sponsors as a result.
Granada, Real Sociedad, Alavés, Mallorca, Betis, Valencia, Cádiz and Levante all kicked off their campaigns in blank jerseys after previously signing lucrative deals with gambling companies.
Taking to Twitter, Crafton said: “What happens when you don’t believe a gambling ban on shirts will really come? Look to Spain. This will be the Championship very soon.”
En la primera jornada de @LaLiga hemos visto a 8 de 20 clubes -Granada, Real Sociedad, Alavés, Mallorca, Betis, Valencia, Cádiz y Levante- sin patrocinador en la camiseta. Es una imagen bastante dantesca, que no se ve en ningún otro gran campeonato europeo. Va un hilo
— adrian mediavilla (@adrimedia) August 17, 2021
Despite this, EFL clubs have continued to sign profitable marketing partnerships with betting brands as they seek to recover those finances lost to the Covid-19 pandemic.
Championship club Bournemouth today sealed a back-of-shirt sponsorship deal with QuinnBet covering the UK and Republic of Ireland.
Bournemouth’s divisional rivals Birmingham City (BoyleSports), Derby County (32Red), Middlesbrough (32Red), Coventry City (BoyleSports), Bristol City (MansionBet) and Stoke City (bet365) have all started the new season with front-of-shirt gambling sponsors.