Champions League 2024: Uefa’s decision to team up with a gambling giant will come at a high social cost
The format of this year's UEFA Champions League has sparked plenty of conversation among fans and experts. This elite club football tournament, which includes top teams like Real Madrid, Manchester City, and Inter Milan, will now operate using a league table instead of the traditional group stage system.
There has been significantly less discussion regarding another important announcement made before the tournament, which revealed that a major British gambling firm has been named Uefa's new official global partner.
The exact value of UEFA's agreement with bet365 hasn't been revealed. However, it's well-known that the social repercussions of gambling can be significant.
A recent large-scale survey revealed that the damage caused by gambling in the UK might be eight times more severe than earlier estimates. This suggests that around 1.3 million individuals are experiencing the adverse effects of gambling. These effects can range from falling into debt and resorting to crime to support their addiction, to losing their homes and experiencing relationship breakdowns.
The damage is especially common among men and young individuals. Over 10% of the survey participants reported having thought about ending their lives.
Certainly, UEFA isn't the first sports organization to partner with betting firms. The sponsorship from gambling companies has surged in the English Premier League, even though there are worries about its effects on public health.
Studies indicate that football significantly contributes to the promotion and marketing of gambling, especially since sports broadcasts often bypass restrictions that apply after a certain time, enabling them to reach large numbers of children and young people.
For bet365, this partnership will provide significant visibility through media backdrops, LED advertising around the field, and various digital platforms. As part of the sponsorship, there will also be opportunities for fans to win tickets, reflecting the strategies commonly used to market gambling and connect with fans in the Premier League.
The company expressed its excitement about the collaboration. UEFA noted that the Champions League attracts around 1.7 billion viewers, making it highly appealing for well-funded sponsors who want to connect with the international football fan base.
In the 2022-2023 fiscal year, UEFA generated €4.3 billion (£3.6 billion), primarily through the sale of broadcasting rights, and it needs to continue generating revenue. Bet365 could be a significant source of funds for UEFA. Denise Coates, the company's CEO, is said to be the wealthiest woman in the UK.
However, the world of professional football appears to be sending a contradictory and quite perplexing message regarding gambling. On one hand, Uefa collaborates with bet365, while on the other hand, the Premier League is prohibiting teams from displaying gambling sponsors on the front of players' jerseys starting in the 2026-2027 season.
This comes after similar restrictions were implemented in Serie A (Italy) in 2019 and La Liga (Spain) in 2021. Although the ban is a positive step, it only addresses a fraction of the overwhelming gambling promotion that now permeates football.
To further complicate matters, there are instances like striker Ivan Toney, who was handed an eight-month suspension by the Football Association in May 2023 for violating gambling regulations. Despite this, he made a comeback to play for Brentford FC, with "Hollywoodbets" clearly visible on the front of his jersey.
Uefa has made its position clear, providing more proof of how deeply intertwined gambling activities and businesses are with sports. Betano was the official partner for the men’s Euro 2024 tournament and has now been confirmed as a sponsor for both the Europa League and the Europa Conference competitions.
All of this plays a part in what's been referred to as the "gamblification" of sports. This concept involves using marketing visuals and language that aim to forge an emotional bond between sports and betting.
Gamblification refers to the trend of encouraging people to see sports betting as an enjoyable way to enhance their experience as fans. It capitalizes on the convenience of having a betting platform at your fingertips, making it possible for anyone with a smartphone to place bets anytime on various aspects of the game, from predicting the final score to guessing when the first corner kick will happen.
"In-play betting," which refers to placing bets after a game has begun, became widely known thanks to bet365. It's said to account for about 80% of the company's revenue.
Naturally, both Uefa and bet365 publicly endorse the idea of "responsible gambling." In fact, the gambling company's announcement regarding its partnership with Uefa makes mention of this concept as well.
However, the phrase is somewhat misleading because all forms of gambling involve some level of risk. Additionally, it shifts all responsibility for the harmful use of gambling products onto the individual.
UEFA argues that they leverage the visibility and appeal of football to encourage health and wellbeing. However, the organization is currently playing a role in boosting gambling revenue, which could lead to greater gambling-related harm for the sport's loyal fans.
