Sponsors, logos, odds advertising: gambling is omnipresent in soccer. Experts are already talking about “disruptive proximity” – and rightly so?
The link between soccer and gambling is closer than ever – and it is precisely this that is causing increasing criticism. Experts call the relationship “worrying”, especially with regard to young fans and problematic gambling behavior.
Whether jersey advertising, live odds on television or sponsorship of major clubs – gambling providers are omnipresent in professional soccer. This suggests normality where caution is actually required. Particularly problematic: many of the target groups addressed are underage or susceptible to gambling addiction.
Several experts are now calling for stricter rules – such as a general ban on advertising during matches or a clear separation of sports and betting providers. The discussion is heated, because for many clubs the deals mean hard cash.
One thing is clear: soccer needs rules that master the balancing act between commerce and responsibility. And the industry must follow suit – otherwise there is a risk of a massive loss of image.
