Dispute arises concerning collaboration between football club Schalke 04 and gambling company Wildz.
Buddy club Schalke 04 from Gelsenkirchen forms partnership with Wildz. The gambling company is given authorization to display banner ads in the Veltins Arena for two years, among other perks. Supporters of the football team are expressing their dissatisfaction.
Disgruntled Fans
Fans of Schalke 04 are far from pleased with the current state of affairs. The recent announcement of gambling company Wildz as the new sponsor of the Ruhr club has caused uproar on social media, according to Der Westen. Financial details of the deal are yet to be disclosed, but numerous fans find the collaboration with Wildz disappointing and hard to comprehend. They view this partnership as not an adequate solution to the club's predicament.
The club, which once regularly competed in the European stage a few years ago, is now considered a relegation risk even in the second tier. Financially, Schalke is rock bottom. With over 100 million EUR in debts and high-interest payments, a relegation to the third league could be catastrophic.
In the meantime, the new sponsor will be visible on banners in the Veltins Arena during all home games of Schalke 04 for the next two years. Besides, Wildz will provide attendance figures together with its logo during home games and on various social media channels.
Attempts by Club Officials to Appease Fans
In a statement published on the club's website, Schalke 04 highlighted the protective measures implemented by Wildz in accordance with the German State Treaty on Gaming. The management expressed a favorable view of the deal:
"Just like football, Wildz champions fair play and the joy of the game. The company collaborates with the world's leading game providers and offers an engaging and responsible gaming experience."–Matthias Tillmann, Chairman of the Board of FC Schalke 04, Schalke 04*
Sam Browne, CEO of Wildz, is also glad about the partnership "with FC Schalke 04, one of Germany's most traditional clubs" and sees shared values that will fortify the alliance.
Rumors of a collaboration between Schalke 04 and a gambling provider had been circulating for quite some time. Initially, prominent placement on the players' chests was mentioned. Betway or Tipico were said to be potential partners at the time, following the conclusion of the partnership with the Russian energy company Gazprom due to the attack on Ukraine.
Wildz is no stranger in the gambling world. The online gambling platform is reportedly one of the fastest-growing gambling platforms in Europe. The company is famous for its innovative bonus system and user-friendly interface. Experts say the company is particularly successful on the German and Scandinavian markets.
Despite Premier League's Decision, Controversy Remains
In the English Premier League, betting company shirt sponsorship will be banned from the 2026/2027 season, but remains a contentious issue. Currently, 11 out of 20 Premier League clubs have betting companies as their main sponsors, including Crystal Palace and Wolverhampton Wanderers. They have recently signed lucrative deals with betting companies that will expire by the time the ban comes into effect. Afterwards, the crypto industry could possibly take over the role of sports betting sponsors.
A New Code of Conduct Aims to Regulate Sports Betting Sponsorship in English Football Leagues
A new code of conduct, effective from the start of the 2024/2025 season, aims to strengthen the regulation of sports betting sponsorship in English football leagues. This includes banning gambling ads in family areas of stadiums and ensuring that sponsors have either a license from the Gambling Commission or are listed on the UK's white list.
Wildz has been operated by Rootz Limited since 2022 and holds a license issued by the Joint Gaming Authority of the States. The brand primarily offers virtual slot games.
Betting Sponsorship: A Controversy beyond Germany
In German professional football, sports betting sponsorship has become a significant economic factor, as reported by Sportschau. According to Stuttgart's board member Alexander Wehrle, 17 out of 18 Bundesliga clubs now have a betting company as a sponsor.
Critics like the Federal Addiction Commissioner Burkhard Blienert have repeatedly criticized the mixing of sports and gambling. A representative study even found that almost two-thirds of the population support a ban on sports betting advertising in football.
The controversial partnership between Schalke 04 and Wildz has sparked intense discussion among fans, with many viewing it as an inadequate solution to the club's financial struggles. Despite the partnership, Schalke 04 remains at financial risk, with over 100 million EUR in debts and high-interest payments, making a relegation to the third league potentially catastrophic.
In an attempt to quiet the dissatisfaction, club officials published a statement highlighting Wildz's adherence to the German State Treaty on Gaming and their commitment to fair play and responsible gaming. However, the partnership with a gambling company continues to be a subject of controversy beyond Germany, with calls for a ban on sports betting advertising in football gaining support.
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