April 20th, 2023, Christien Pheby
Premier League clubs recently voted for a ban on gambling companies sponsoring the front of football shirts, which will come into effect from the end of the 2025/26 top-flight season. But campaigners have asked if the ban (which will still allow gambling companies to sponsor pitch-side LED hoardings and shirtsleeves) goes far enough.
A new YouGov poll of 1,000 football fans reveals that three-quarters of football fans support the ban on gambling companies sponsoring the fronts of shirts (77%), with fewer than one in ten opposing it (8%). However, the polling also shows that over half (56% vs. 25%) would support extending the ban to advertising on pitchside hoardings, and two in five (42% vs. 31%) would see betting firms permanently removed from football shirtsleeves.
A majority would also see gambling companies barred from sponsoring leagues or cup competitions (57% vs. 24%).
Gambling sponsors seen as less appropriate than alcohol or crypto sponsors
Of course, gambling isn’t the only controversial industry to sponsor football. So before we put any of the above questions to fans we asked them which companies they considered to be appropriate or inappropriate marketing partners for teams.
But even when they are asked if cryptocurrency (60% inappropriate; 19% appropriate), alcohol (52% inappropriate; 39% appropriate) or fast food (50% inappropriate; 40% appropriate) companies are fit sponsors for their club, fans are most likely to say that gambling firms are the wrong fit.
Some three-quarters (77%) describe betting companies as inappropriate sponsors for football teams, with just a fifth (19%) describing them as appropriate sponsors.
Methodology
YouGov Surveys: Self-serve provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 14 April 2023, with a nationally representative sample of 1,000 football fans in Great Britain (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and social grade to be representative of all adults in Great Britain (18 years or older), and reflect the latest ONS population estimates. Learn more about YouGov Surveys: Serviced.
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.