The FA denies GambleAware chance to film responsible gambling ad at Wembley
Football governing body wants to distance itself from the gambling industry, according to reports
The Football Association, the governing body for English football, has reportedly refused to allow safer gambling charity GambleAware access to film a video to promote responsible gambling at Wembley, home of the England national team.
GambleAware had hoped to use the iconic venue to promote its Bet Regret campaign, which highlights the dangers of gambling addiction.
Media outlet i Sport reported that the FA insisted it did not want to be associated with GambleAware as the organisation decided it did not want any involvement or association with gambling whatsoever, regardless of GambleAware’s message.
Marc Etches, GambleAware CEO, told i Sport: “With the Bet Regret campaign, we wanted to film at Wembley and they didn’t want to accommodate that there because they had said they wanted to make sure they put some distance between them and gambling.
“ despite the fact that the Bet Regret campaign was about trying to ensure people thought carefully about their gambling, particularly if they’re bored, drunk or chasing losses. I would have preferred to have more of a conversation about it.”
EGR understands that while the FA is aware of the positive message that GambleAware brings, the governing body has absolutely zero relationship with the gambling industry and would consider it hypocritical to partner with the charity.
The FA has several of its own initiatives to deal with gambling addiction within football and has implemented these policies independently and with groups such as Sporting Chance and the PFA.
The FA declined to comment further when approached by EGR.
GambleAware did not respond to a request for comment by EGR at the time of publication.
The decision comes less than a month after the FA’s relationship with gambling operators was questioned in parliament, following its decision to allow seven operators including bet365 to stream FA cup matches, subject to creating an account on their respective apps or placing bets.
The FA discontinued all sponsorships with betting companies from the end of the 2016-17 season, ending a multi-million-pound partnership with bookmaker Ladbrokes. Bet365 acquired the rights to screen these games from the start of the 2018-19 season.
The FA has previously said it is committed review its streaming arrangements from the start of the 2024-25 season, however many MPs are calling for this review to be brought forward.