Burkhard Blienert advocates for discourse on the upcoming sports betting landscape: Recent advertising arrangements intensify the discussion
The Commissioner for Addiction Issues, Burkhard Blienert, from the German Federal Government, stirred up the discussion about the future of sports betting prior to the commencement of the 2024 UEFA European Football Championship in Germany. Simultaneously, fresh sports betting advertising agreements are being sealed in the industry.
Blienert Revives His Discontent
As reported by the Rheinische Post on Thursday, Blienert has once again voiced his disapproval of the close connection between sports endorsement and sports betting advertising in relation to EURO 2024, which begins today.
The Deutschlandfunk also reveals that Blienert considers sports betting advertising to be overly commonplace and sees a significant danger in it, specifically for children, young adults, and individuals struggling with addiction problems.
By doing so, Blienert is reiterating the concerns he has expressed consistently since he assumed office. Last year, the SPD politician advocated for banning sports betting advertising during the EM, and Blienert has also been critical of the football industry's reliance on the sports betting industry in the media.
The Industry Voices Objections
However, Matthias Dahms, President of the German Sports Betting Association (DSWV), has issued other concerns. He cautions that approximately one-third of the projected €1 billion turnover during EURO 2024 could fall into the hands of illegal sports betting providers.
The DSWV has consistently warned that restricting advertising could make it harder to disseminate legal offers, which already struggle to compete with the frequently underestimated black market. Banning sports betting advertising could lead to the existing demand for sports betting being redirected less cautiously into illegal markets. Furthermore, a ban on sports betting advertising would also pose a financial challenge for sports, as sponsorship funds would no longer be an option.
New Advertising Agreements in the Sports Betting Sector
Recently, various new advertising agreements have been announced by sports betting providers ahead of EURO 2024. The intensity of advertising communication is anticipated to increase further.
For instance, the betting provider Happybet has formed a partnership with the TV station Sport1, and TV personality Robert Geiss will soon serve as an endorsement for sportwetten.de. EURO 2024 will also have Betano as its official betting partner for the first time. The bookmaker, who was previously a sponsor at the World Cup in Qatar, has been making headlines recently, owing to various reasons, such as a postponed court date before the BGH.
No Signs of Compromise
Advertising expert Dr. Andreas Blaue pointed out last year that the differing views on sports betting advertising are ingrained and do not constitute a genuine dialogue.
An agreement between the sides does not appear imminent, as it appears that the arguments of the opposite party are not being taken into account. Critics of sports betting always emphasize the danger of addiction, while the industry argues that a ban on advertising would bolster the black market.
It should be noted objectively that the current advertising guidelines are governed by the State Treaty on Gaming, which is valid until the end of 2028 and will be evaluated for the first time in 2026. Significant changes do not seem likely by then.
In light of the upcoming EURO 2024, Burkhard Blienert, the Commissioner for Addiction Issues from the German Federal Government, has expressed his concerns again about the prominent role of online casinos Germany in sports endorsement and advertising, particularly highlighting the potential harm to children, young adults, and individuals with addiction issues. Despite these concerns, the German Sports Betting Association (DSWV) diligently advocates for maintaining advertising opportunities, as restricting them could unwittingly promote illegal online casinos Germany.
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