Finances & Money

The increase in Gambling advertising across sports

Gambling has always been a passionate hobby of many around the world and with the advent of modern technology in recent times; the favourite pastime of people has now become more popular than it ever was.

Due to the lucrative nature of the industry, there has been a tremendous increase in the number of online roulette sites over the past two decades or so and in turn, the advertisements of such organizations on the television, internet or billboards is very prevalent at the moment.

The rise in internet technology in particular has proven to be a boon for gambling companies as well as for the growth in popularity of sporting events all over the world and naturally, the two powerful forces have combined very effectively for their respective benefits in recent years.

Sports and gambling advertisement – A marriage made in heaven

Gambling and sports is arguably the United Kingdom’s favourite two pastimes and the two industries currently have a very strong relationship.

The English Premier League for example, is arguably the most popular year round sporting event with a potential TV audience of over 4.7 billion people and gambling companies have wasted no time whatsoever in taking advantage of the popularity.

Currently there are ten Premier League teams whose primary shirt sponsors are gambling companies and organizations from Kenya to the Philippines are associated with the English top flight. The online betting industry has exploded since Fulham became the first club to feature a gambling company by linking up with Betfair.

The legalization of advertisements from UK and offshore gambling companies back in 2012 has meant that the industry has grown exponentially and their involvement in the Premier League is only expected to expand in the foreseeable future.

Sports such as horse racing, cricket, rugby and poker among others, have always had strong links to betting companies and much like football, the market in the aforementioned sports is set to grow in the coming years.

The numbers behind the burgeoning relationship between gambling and sports

Betting companies have spent a mind boggling £500 million on TV advertisements since 2012 and organizations offering sports betting, bingo, online casino games and poker spent £118.5 million on TV spots in 2015 alone, a drastic increase from 2012 (£81.2 million) – according to the Guardian.

It is clear to see that there is an upward trend in regards to gambling companies buying air time on television and sports is undoubtedly the biggest market that these entities target to grow their particular brands.

Apart from the United Kingdom, there are many other sport crazy nations that has seen a boom in gambling advertisements. The 2008 Australian High Court’s decision to boost the expansion of sports betting by removing restrictions on bookmakers has been a huge boost to the industry in the Oceanic nation.

The National Rugby League (NRL) and Australian Football League (AFL) attract about half of all sports betting in Australia and the turnover is now predicted to grow from $750 million to $1.5 billion (NRL) and $900 million to $1.8 billion (AFL) over the next five years, with the betting revenues being provided a cut of the income to the sporting bodies as well.

There has been such an increase in the involvement of betting companies in sports that the likes of Bwin, Betfair, Bet365 and Coral could soon be synonymous with popular teams such as Real Madrid, Manchester United, Bayern Munich and Juventus and the growth is showing no signs of stopping.


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Susan Paige

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