INSIGHT ASIA MARKETS
Almost half of the clubs in last season’s Premier League were sponsored by gambling firms.
Proposals to reform gambling laws have been postponed meaning that eight of England’s top
football clubs now have front-of-shirt gambling sponsors, while others have separate smaller deals in place.
also driven by a player, with midfielder Park Ji-sung’s arrival at the club in 2005.
Global gambling brands dominate sponsorship deals in the English Premier League and in turn reach Asian markets. Almost half of the clubs in last season’s Premier League were sponsored by gambling firms. Proposals to reform gambling laws have been postponed meaning that eight of England’s top football clubs now have front-of-shirt gambling sponsors, while others have separate smaller deals in place.
In addition, despite the “whistle to whistle” TV ban voluntarily agreed by betting companies in 2019 sports betting advertising in Mandarin is still present via LED screens for Premier League games.
In June 2021, Asian facing sportsbook, OB Sports signed a deal as sleeve sponsors for Aston Villa. While betting companies are expected to disappear from teams' shirts within the next three years, perimeter advertising by gaming companies would continue to be allowed according to proposals put forward by the Premier league which wants to impose a voluntary ban on gambling jersey advertising in order to avoid a government enforced mandate.
Will match fixing scandals lead to change?
Match manipulation could begin to herald in change in some jurisdictions as well. In India, despite sports betting being illegal, the estimated size of the betting black market is estimated at a staggering $130bn. Te only state where sports betting can be offered legally is Sikkim where licences have been issued to private operators to offer sports bets. Tis permits casino games and sports betting online. However, in 2015 the government restricted this offering to physical premises, ‘gaming parlours’, and via intranet gaming terminals within the state. In the state of Nagaland, bets on virtual sports and team selection sports can be offered under a licence.
Despite these restrictions it is estimated that there are more than 1,50,000 bookmakers in India, all of which come under the umbrella of three head bookmakers who set the odds. No licensed betting shops mean that bookmakers operate in secret.
It is hardly surprising that cricket is a prime target for those wishing to manipulate the results of games. Cricket has been rocked by a number of match fixing scandals
WIRE / PULSE / INSIGHT / REPORTS P29
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