Half of Championship Clubs Accepted Gambling Deals despite Rising Controversy

As the 2024-25 English Football League (EFL) Championship season kicks off, 12 of the 24 teams of the division have secured partnerships with gambling operators despite increasing concerns and criticism over the role of gambling in sports. UK clubs have taken measures to ensure the sport’s integrity and protect consumers from gambling harm, but lingering concerns remain.

Second-Division Clubs Rely on Such Revenues to Remain Competitive

The Championship, which many view as the most competitive second-tier league worldwide, is sponsored by operator Sky Bet, which has held the title sponsorship rights for several years. This season, 12 teams out of 24 have established partnerships with gambling firms, marking a significant presence of the betting industry in the sport.

Several  Championship clubs have announced new betting operator partnerships over the past few weeks. Hull City, for example, has teamed up with Yolo Group’s Sportsbet.io brand, which will feature on the back of the team’s shorts. Cardiff City has also agreed on a two-year deal with QuinnBet to become its back-of-shirt sponsor. 

Some examples of front-of-shirt sponsorships include Sunderland and Stoke City, which partnered with Spreadex, Watford featuring MrQ, and Middlesbrough sporting Kindred Group’s Unibet brand. Unlike the Premier League, which said it would prohibit new front-of-shirt gambling sponsors beginning in 2026-27, Championship clubs have not faced similar commercial pressures.

Many clubs, particularly those in the lower leagues, rely heavily on the financial backing provided by gambling firms to maintain operations and compete at a high level. The upcoming UK gambling white paper does not envision gambling sponsorship restrictions, relying on teams to self-regulate and ensure that any deals do not threaten the sport’s integrity.

A Complete Sponsorship Ban Remains Unlikely

Luton Town is the only club in the Championship to have publicly committed to the Big Step campaign, aiming to remove gambling sponsorships from football. That sets the Hatters apart from the rest of the league, with little indication that most intend to walk away from the bookmakers’ mega-deals.

GambleAware, a leading charity advocating for the protection of consumers from gambling harm, has consistently called for the UK government to implement stricter regulations, including a complete ban on gambling sponsorships in sports. However, clubs remain hesitant to support such drastic measures, not wanting to miss out on a substantial revenue stream.

Responding to the continuing public outcry, England’s top soccer leagues recently introduced a new Code of Conduct for Gambling-Related Agreements in Football. This code outlines values like protection, social responsibility, reinvestment, and integrity, hoping to alleviate the deep-rooted ethical concerns surrounding gambling sponsorships and balance stakeholder interests with safety and integrity.